Re: UKNM: PR and advertising in the marketing mix

[Polly Sprenger]

when journalists stop accepting the stories they are spoon-fed, the

PRs will stop calling. Be careful what you wish for...


>------------------------------

>

>Date: Wed, 26 Jul 2000 12:16:08 +0100

>

From: Ben Rooney <benisyndicate [dot] com>

>Subject: RE: UKNM: dotcom advertising - or PR?

>

>At 01:57 PM 7/25/00 +0100, Tessa Hyams wrote:

> >So why do people always end up having a pop at PR? As usual the minority

> >give a bad name to the rest of us!

> >If you've got a brain, a thorough understanding of  - and interest in -

> >technology, you can do an awful lot with PR. Yes, there are some terrible

> >agencies who'll let the side down, so what? Does the News of the World

> >represent all journalism?

>

>Could not agree more. Just that in my experience -- and it was reasonably

>extensive -- a lot of PR I was subjected to was at the boil-in-a-bag end of

>the spectrum. And anyone who was thinking about signing up a PR agency

would

>do well to really grill them very hard about exactly what they can offer

and

>what their methods are. If they are any good then they will be able to show

>real results. If they are a bunch of charlatans then it will become pretty

>obvious.

>

>As for the Screws. Largest circulation paper in the country.Gives its

>readers what they want in the way they want it. Excellent at packaging a

lot

>of information into a small space. Good design. Agenda setting (even if you

>don't agree with their agenda) and very influential. I am sure most PRs

>would eat their own heads to get their product/client/whatever mentioned in

>it. Despite its obvious faults there is a lot to be drawn from it.

>

>Ben


~~~~~~~~~~~~~~~~~~

Polly Sprenger

Senior Editor, Europe

The Industry Standard

T +44 (0) 20 7440 1683

F +44 (0) 20 7440 5421



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