Public relations is seen as giving the best value for money and is the most highly rated business-to-business
marketing tool, according to a recent survey carried out with the co-operation of current clients. In this connection, the detail given below supports the Consultancy's independent research. Smithard
Associates is a member of the Public Relations Consultants Association and as such is registered as a leading UK consultancy.
A recent advertising agency survey of 103 marketing professionals found that, in terms of return on investment, PR was rated higher than any other single marketing discipline,
including: national press advertising, database marketing, trade press advertising and direct mail.
PR must be defined as a multi-disciplinary activity. It is often too narrowly defined as media relations. In its proper perspective, as a proactive promotional technique, it must be
rated in importance as the Number One priority when allocating promotional budgets. Given the balance that this approach permits promotional tools like direct mail, exhibitions, advertising,
sales-aids and printed matter can be placed in their correct priority when formulating the most cost-effective marketing communications/media mix.
Today's businesses need to place more emphasis on PR. Communication techniques should include marketing tools such as press relations, direct customer contact promotions and
effective database marketing. Advertising has an important role, but marketing is more cost-effective when messages are delivered via other equally important media as part of a balanced PR programme.
The greater complexity of modern business and demands for value-for-money can be seen as developments weighting the advertising v PR equation in favour of PR.
QED. |
