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John Rose's Blog

Marketing Overload?

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When I began in this business, the Communications Mix primarily referred to a combination of conventional media vehicles -- TV, radio, outdoor and print. Then sponsorship, point-of-sale and promotion became part of the formula. And eventually, public relations won a seat at the table. As each marketing discipline reaches a certain level of maturity, they are “blessed” by the significant brands that deploy them and they become an integral part of the marketing playbook.
Today, there is a dizzying array of choices. In addition to traditional media, sponsorship, point-of-sale, promotion and public relations efforts, there is experiential marketing, rewards & incentives, digital communications, website content, search marketing, Facebook (and Vkontakte in Russia), Twitter, YouTube, FourSquare, LinkedIn, and more. And the list keeps growing. Not to mention the blurring of marketing with sales, customer service and internal communications.
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Public Relations Takes Center Stage

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We have referred to ourselves as professional storytellers for many years. Now, inspired by the impact of social media, it seems that every brand wants to be a storyteller. This just highlights the emergence of public relations from supporting role to featured player in many brands’ marketing mix.

It’s not so much that public relations has changed as has the nature of communications. Most successful brands have used public relations as part of their marketing programs for decades. But the publicity element has often been overshadowed by advertising spending – despite advertising’s high cost and famous lack of accountability.
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A New Way To Measure PR Success.

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If your company continues to measure public relations success in volume…only by collecting media clips or by adding up agate lines in newspapers and magazines (or seconds of TV time)…you may be significantly under or overestimating the impact of your communications.

The first step is to evaluate the quality of exposure in conventional media. While quantity of exposure is important; quality is critical. One positive mention in the right publication may be more valuable than 10 mentions in lesser publications. Your measurement system should take this into account.
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