Many potential clients approach a public relations firm seeking earned media coverage (aka “free publicity”) to promote their product or service.  Depending on the client, their target market and goals, a PR firm may recommend including advertising in the marketing mix to achieve maximum effectiveness.

We believe having a professionally planned ad campaign is the best way to proceed, but if you decide to do it on your own, here are a few guidelines to keep in mind.

  • Who do you want to reach?  Answering this question will help determine where you advertise and your advertising message.  You want to think of where your potential customers get their information and why they may need your product or service.
  • Have a consistent image and message that will appeal to your target market.  You can have ads that address different topics, but the look of your ad and the basic message about your company should remain consistent so that your ad is instantly recognizable as being from your company.
  • Once is not enough.  Repetition is essential to get through the information clutter, so you will have to set aside a decent advertising budget to get the results you want.
  • Monitor your campaign’s effectiveness.  The simplest way to do this is to regularly ask where any new contact heard about you.

Posted by Margot Dimond