As good as it is, PR can't stand alone.

Whether it's PR or Advertising, clients think it's the magic pill that will have their cash registers ringing up new sales. Sorry to say this, but in most cases, neither can stand alone. You have to have a good mix of good ol' fashioned advertising with a strong PR plan if you want to see the sales chart rise higher. (Note: I said in MANY cases. And I'm talking to increase sales, here).

I have many clients who want us only to use PR techniques. While we get great success, they're wondering why their doors aren't breaking down. They expect daily/weekly press coverage from the same media and it's just not going to happen. If you want to be in the same media over and over, you need to buy advertising. Reporters will only repeatedly cover you if you have something substantial going on -- like a crisis -- or something that directly impacts the community. For most companies, this just isn't the case.

My advice to you is to think about what you are willing to dedicate to a PR and Advertising budget. Then, write a plan that makes sense. Use those dollars in a calculated way to meet your goals. If you throw money haphazardly at every advertising offer in sight, you won't get the results you want. Plan, plan, plan and then follow that plan! You will be much happier with the results.

J