Influencers – to pay or not to pay?
Advertising agencies were the first to pay influencers directly from their clients’ advertising budgets. PR agencies followed suit, since they had already forged links with influencers. This trend will continue to grow, because unpaid mentions from bloggers are difficult to get. Difficult, but not impossible, because some brands continue to perform well without ever paying influencers, as their products remain highly desirable among this group.
NATA PR MODEL NO 6 – The ultimate Tactic
After finding you key words (why people want to talk about you), writing your press release, and identifying the journalists and bloggers that you need to reach, what is your next tactic?
The next tactic, one that is too often ignored, is really quite simple: follow-ups and reminders. In other words, the sales pitch.
How many times have we heard companies tell us: “We sent them a press release but got no response: PR doesn’t work.”
What (or who) do you pay for if you’re looking for brand visibility?
Advertising and media placement agencies don’t hesitate to purchase more and more integrated content, on top of traditional advertising. However, public relations agencies can make the same budget (or a smaller one) go much further by generating free editorial content for use by the media and bloggers. Brands would therefore do well to combine the strengths of their PR and advertising agencies. This also ensures consistency in key messages and the description of a product according to what the brand wishes to promote.
117- Unboxing – a public relations tactic
Originally, unboxing meant filming a product as you were taking it out of its packaging. These days, there are plenty of strategies for getting influencers and YouTubers to unbox products on their social media platforms, wowing their followers and other viewers. Years ago, I thought it was all pretty pointless. It still seems a bit […]
116- Public relations: Myth #3 – PR is just for crisis management
What the public knows about public relations is primarily how it’s used for crisis management or reputation management. Obviously, no company or individual is ever really safe from a crisis, and obviously, PR can prevent and manage crises and reputations. But it’s a myth to believe that’s all it’s for. So, what is public relations […]
115- Public relations: Myth #2 – Half-Truths
At the turn of the last century, you could still get away with inventing your own biography – but things have changed a great deal since then in free countries with access to information and social media. Public relations, as practised in democratic nations, relies on principles of truth and transparency which PR develops with […]
114- Public relations: Myth #1 – PR can’t be measured
In the marketing world, we’re all bound by performance as well as metrics – and public relations is no exception. Return on investment is part of our routine. So it’s completely misguided to think that public relations can’t be measured. However, it’s true that there are several ways to measure the success of a public […]
113- Public Relations: More than just a press release
We frequently meet marketing professionals who know very little about public relations. For those who study marketing, PR is often taught very superficially. Most of the time, our marketing friends’ careers have meant developing brands and, above all, driving sales. The “consumer appeal” aspect, which involves getting them to choose your products over your competition’s […]
112- Public Relations: Where do you start?
Launching a public relations campaign or contacting media when it’s new, or the first time, might be as intimidating to you as mountain climbing, a ‘mission impossible’, or the Olympics. You may think that reaching out to journalists is, well, beyond your reach. One thing is for sure – if you believe: “I don’t know […]
111- Public Relations: Alone or with an agency?
When I founded NATA PR in 2000, it was just me in my living room. The internet was just becoming accessible, and we all had to hook up to a phone line to get on. Do you remember the sound – and most of all the time it took to download an image? We were […]