I was at a recent board meeting and we were discussing the use of PR in the marketing effort. One of the board members, who ran a very successful agency pointed out that “PR can be the most inexpensive way to market an organization. It can also be the most expensive way to market an organization if done wrong.”
This really struck a chord with me. Over the years, I have seen well-implemented PR do wonders for my clients. I didn’t pay much attention to the times when it did not work for them. When looking at the failures, my colleague was right. When the PR effort failed, it almost totally failed. I’ve conducted marketing efforts–direct mail, email marketing, advertising, paid search–and did see at least some positive results from them. However, PR, when not implemented well, often yields no positive results.
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