Saturday November 21, 2009

smSmallBiz.com - SmartMoney's Small Business Site

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Do More with Less
New communications and public relations tools offer marketers less costly alternatives for building brand and product awareness.
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Max Smith Posted: 1:59 PM On April 8, 2009
I run a small company and the recession makes me re-examine my advertising budget. I ran across claims that publicity may be much more cost effective than advertising, but found no formal studies on it. I always thought PR was too expensive for small businesses but in doing my research I posted my project on AllPublicists.com (it’s a free service), and got many low-cost offers from publicists. One firm for example, called Publicity Guaranteed (PublicityGuaranteed.com) doesn’t charge anything unless they deliver results. However, most companies still put much more reliance on advertising than on PR. Is it because pay-for-results-only publicity such a new option or am I missing something? Are there any studies on the subject?
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