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In many guerrilla marketing cases, the definitive measure of success is noted when the campaign's message is picked up by a local or national press outlet and widely disseminated to a large audience via the mass media… A pure guerrilla marketing effort can be inefficient, reaching only relatively small groups of people who actually witness the guerrilla event. Without media pickup, broad critical mass cannot be achieved. Brand equity is built on getting an independent third party—a journalist, producer, blogger, etc.—to inform others of the true virtues of a brand and its products. Media coverage is the ultimate messaging multiplier. --Trylon SMR President Lloyd Trufelman, excerpted from Brandweek magazine, Letters: Media Coverage Is Measure Of Good Guerrilla Efforts |
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Once upon a time, public relations was seen as the supporting act by marketers who reserved the main stage for advertising initiatives. Now, PR is the headliner, according to an article in The Advertiser, the magazine for the Association of National Advertisers.
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PRWeek recently conducted a Corporate Survey detailing the allocation of PR budgets and functions of large companies. The study, managed by market researcher Cymfony, finds that media relations is the number one function performed by corporate PR departments, with 79.5 percent of survey respondents citing it as the most prevalent activity. When it comes to the average breakdown of companies’ PR budgets, 18.6 percent is spent on activities related to media relations – again, the number one expenditure.
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We’d like to interrupt this newsletter to say a few kind words about [Pay $8.00 to have your product mentioned here!]
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The level of freedom of the press in the United States continues to
fall, according to a
report from global journalism advocacy group
Reporters Without Borders.
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