Hello PR Friend!
We sometimes encounter clients who have significant budgets allocated for years to advertising their products and who claim without hesitation that what we offer in PR is very expensive.
Everything is relative, you might say.
And you would be absolutely right.
However, I immediately know that these executives or marketing professionals do not know the power of PR nor their cost-effectiveness in terms of dollars spent when compared to advertising.
I assure you that PR is much cheaper than advertising, and they especially do not have the same role:

Advertising makes sales.
PR makes a product known and increases consumer confidence.
You don't pay a journalist. He chooses to talk about you for free.

 
You probably think it is difficult to measure the results of a PR campaign.
Well, no, it's not complicated. We measure all PR campaigns at NATA PR agency.
For our North American campaigns, we even use the famous cost per thousand used to measure paid advertising campaigns.
The cost per thousand impressions, CPT, is mainly used in advertising. It refers to the total advertising expenditure for every 1,000 impressions of an advertisement.
And every time, we are between 10 and 100 times cheaper.
If an advertising campaign allows you to reach 10 million people and costs you $10 CPT, it could cost you less than $1 in PR.
Obviously, no two campaigns or products are identical.
And I am not telling you that PR is better than advertising.
Absolutely not!
 
But combining PR with an advertising campaign can be very beneficial:

Potential customers read articles about your products published in the media.
They see influencers talking about your products.
The advertising campaign acts as a powerful reminder.

 
You gain consumer trust on one side with articles and mentions and remind them through traditional or online advertising.
But what distinguishes PR from advertising, which is too often underestimated but certainly of equal importance, is that advertising is easily identified.
Readers and your potential clients know that these messages have been paid for and are intended to encourage them to buy.
Even if an article was inspired by a PR professional who sent a press release to journalists, you will never see the mention "this article was written following the receipt of a press release sent by the PR agency."
Advertising allows you to control your messages that can be repeated ad nauseam; we know that.
This is where PR is unique. It brings you CREDIBILITY.
Consumers may be wary of advertising and do not always believe the messages and benefits they are promised.
Your potential clients are much more likely to believe a journalist or influencer who has not been paid to speak well of your product.
So yes, you can get featured for free in the press and by influencers if you offer journalists and influencers topics or products that they regularly talk about.
That's why our best training to date at NATA PR SCHOOL is called Get Featured for Free.
You will find the link to this program, which will open its doors again in a few months.
 
Want to know more about PR and how you can integrate it into your marketing plan?
Check our links and sign up for our lists to get everything we propose.
If you need any more assistance, feel free to ask!
 
Nata
 
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