Everyone who’s anyone is at the Fancy Food Show. More than 44,000 industry professionals gather to discover the craft, care and joy behind more than 200,000 specialty foods. These are the largest trade events devoted exclusively to specialty food in North America.
The Festival de Cannes is the largest film event in the world. It aims to draw attention to and raise the profile of films and, in doing so, contribute to the development of cinema and boost the film industry internationally. For twelve days each year, it attracts thousands of professionals and film enthusiasts from all over the world, who come to celebrate the cinema in a unique setting buzzing with cultural and artistic energy. In the midst of this privileged environment of discovery and vibrant mix of cultures, the Official Selection is revealed, which culminates in the award of the Palme d’Or to the best film entry during the Closing Ceremony.
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It’s a phrase I hear over and over again from many brands — “I’d love to hire someone to launch our publicity campaign professionally, but we can’t afford it, so I’m just going to have to do it on my own.” Prominence Marketing Group understands that every growing company cannot afford a 5K-10K monthly public relations retainer.
Using PR as a marketing tool also allows you to gain credibility for your business. Reason being, PR presents people with information from a third party. We are much more likely to trust positive coverage about companies that we read in a newspaper, magazine, or on an online press release. Compare that to the only alternative that will reach the same volume of audience, such as using television, billboards, radio or other advertising methods. When you compare the two, you can see why more and more businesses are starting to develop PR strategies.
Overall, developing a successful PR strategy is fundamental in taking businesses to the next level. It provides the following benefits:
-It provides a vital role in promoting businesses to their customers.
-When done correctly, it can often provide a greater result than advertising, whilst costing less.
-It allows you to quickly respond to opportunities within publicity.
-If you ever experience bad press, having a solid PR strategy in place will reduce the damage caused.
-It can improve the overall image of a company within the community.
The Prominence Marketing Group Public Relations Accelerator Program awards one brand per quarter with public relations support at half the cost. To be considered for the PMG Public Relations Accelerator Program, please click here.
The Rug Show is a non-profit industry association comprised of producers, importers and wholesalers whose primary aim is to better promote and expand the collective interests of our industry. By bringing together a consortium of different rug industry businesspersons – particularly from North America – to develop promotional ideas, stage events and expand positive exposure for our wares across the globe, The Rug Show will develop marketing tools, promote member brands and expand mutually beneficial connections across the industry.
*Prominence Marketing Group is a independent public relations firm
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“One Size Fits All” is true in some areas, but that’s definitely not true in the world of luxury goods. Getting that information out about specialty brands is incredibly important. And it’s just as untrue that public relations groups fit every size. For different types of companies, a different public relations team is necessary and with a team skilled in marketing for luxury goods, there may just be a perfect match.
Some of the capabilities to look for in any luxury public relations include the ability to generate good media coverage. That means not only conveying your brand identity in the best way possible in the communications put out to the media, but choosing the right places for these messages to appear and a specialized public relations agency will have those connections in place. Having strong branding initiatives is also important, as a luxury brand’s products gain as much value from their messaging as from the product itself.
For luxury goods, the products are made to be seen, which is why any public relations firm dealing with said products should be prepared to handle a variety of events. That can mean film premieres, fashion shows, openings and launches for people, places or products, and even charity benefits. Events create public spectacle perfect for generating interest and capturing a brand’s essence.
In this day and age, any public relations firm should also be equipped to handle crises that occur at a moment’s notice, and frequently that occurs online, which is why online reputation management is also a key feature to look for.
Managing the public face of a company is a complicated task, both to make it effectively convey a brand’s identity and to keep that identity consistent. With experienced luxury product public relations professionals, you can be assured that your product is being represented in a way that is unique in the marketplace that is sure to be to your benefit.
It’s a phrase I hear over and over again from many entrepreneurs, small business owners and inventors — “I’d love to hire someone to launch our publicity campaign professionally, but we can’t afford it, so I’m just going to have to do it on my own.”
Over the past several months, I have been conducting an informal survey among entrepreneurs and business owners who have contacted me about my services. I have found that due to their lack of information or knowledge on the topic, many businesses typically over-estimate or over-budget the cost of a prospective public relations/publicity campaign. During my PR consultation with them, I asked: “How much do you think it will cost to launch a solid, effective PR/publicity campaign for your product/business?”
Of the 102 people queried:
11% – Thought a professional PR campaign would cost $10,000+ per month
32% – Thought a professional PR campaign would cost $5,000-$10,000 per month
39% – Thought a professional PR campaign would cost $3,000-$5,000 per month
12% – Thought a professional PR campaign would cost $1,000-$3,000 per month
6% – Thought a professional PR campaign would cost less than $1,000 per month
The truth is — you can get a publicity/PR campaign in all of those price ranges. What you get for your money and how effective the campaign will be is the real question. It is true that the more you pay, the more you get. But getting the most publicity/PR exposure doesn’t mean you have to get most expensive PR agency or specialist.
A good rule of thumb is to align yourself with a PR business that best reflects your business size. Most times their rates will be in line with your prospective PR budget. If you are a small business owner with two employees, you need not hire a high-dollar PR agency with dozens of employees. Find a PR business whose office size and capabilities closely resemble your business.
Case in point — there is a large PR agency in a fancy building downtown a few miles from my office. Frankly, we are not even competition to each other — in fact we have even referred clients to each other. Why? They typically work with large corporations and implement campaigns of around $10,000 per month. My business works with smaller businesses/individuals — a PR/publicity campaign with my company would be about $10,000 for an entire year, not just a month.
Mechanically, the downtown firm and my business do the same thing when it comes to PR campaigns — professional media release composition, extensive media market research, articulate personalized distribution to the media, months of media relations (article placements/interview scheduling, media request fulfillment, clipping/tracking of media placements, etc.).
Signing up with the big firm doesn’t mean you’ll necessarily get an experienced associate working on your campaign. So are you getting what you are paying for? A friend of mine who works at a major PR firm gave me the following breakdown of billing fees in his office:
- Interns/Junior Executives bill at $75 / hour
(Very little, if any professional experience)
- Account Executives bill at $100 – $125 / hour
(1-3 years of professional experience)
- Senior Account Executives bill at $125 – $200 / hour
(Multiple years of professional experience. Agency decision makers.)
Compare those prices to many small PR shops or individual PR specialists. Many have started their own PR businesses after years of experience in the industry and typically charge $50 – $100 per hour to professionally launch and maintain your campaign. Many times, you can get a seasoned PR veteran who will work directly with you and your staff for cheaper than the Intern/Junior executive rate at a downtown firm.
However, one word of advice — when choosing a smaller firm or individual to do your PR, make sure they have the same tools that the bigger agencies do — updated media lists/contacts, personalized media distribution capabilities, professional clipping/tracking services to get copies of each of your media placements (articles, tapes from TV/radio shows) as well as the intangibles of expert communication/media relations skills and professional pitching prowess. If they are cheaper, but don’t have all the tools to help you in the best manner possible, you are probably better off spending a little extra money to make sure your campaign is launched and maintained correctly.
The major benefits of hiring a professional (individual PR specialist or PR firm) to launch your campaign are:
- Proper Campaign Implementation. Improperly composed or poorly pitched campaigns are the major downfall of many PR efforts. Poorly written, over-commercialized media releases, uncalculated, misdirected mass e-mailing of the release pitch, no follow-up media relations/media request fulfillment; etc.. Your first impression to the media is a lasting one — make sure it’s a good one.
- Media Contacts. Most PR agencies have established multiple media contacts over several years that can lead to much better and more numerous media placements for your campaign. Let their foot in the door benefit you.
- Efficiency and Effectiveness. PR specialists/agencies generate publicity full time, 8-12 hours per day and know the ins and outs, shortcuts and secrets to getting the job done better and quicker. Sure you could hang your own drywall or do your own plumbing, but do you have the tools, the time and the expertise to make it cost effective. I always tell my clients, “You do what you do well, I’ll do what I do well and we’ll collectively move this business further up the ladder.”
One caveat when it comes to choosing a professional PR agency or individual to work with — signing up for a higher priced campaign doesn’t necessarily mean you will get better results than a cheaper campaign. And the inverse is true as well. Over the past year or so, many “low-cost PR/publicity services” have begun to pop up all over the Internet — ones that promise to write and launch a press release for as low as $99. They are low in cost — because frankly many are low in quality. Bigger is not necessarily better, and cheap does not always mean a good bargain.
If you have the time, tools and talent to launch and maintain your own campaign, you should definitely do so. If not there are a number of public relations/publicity firms, specialists and services out there. Research to find the one whose services and fees match your business plan. Once business owners, entrepreneurs, and inventors learn more about their options when it comes to launching a PR campaign — many find that they can’t afford NOT to have one.
Article by: Todd Brabender
It is important for PR pros to educate others about what we can do for organizations.
This means explaining how our work benefits bottom-line goals. Part of this is showing and telling people what PR is and isn’t.
Here is a quick checklist of what PR is not:
1. The department whose sole purpose is to write, edit, and hawk press releases.
2. The business function whose only raison d’etre is publicity.
3. A business function that deals with the media and/or bloggers and NOTHING else.
4. A way to get free advertising—pure and simple.
5. Ever guaranteed to generate coverage.
6. Ever 100 percent controllable.
7. A profession filled entirely with unctuous jackasses.
8. Journalism’s peon.
9. A highly scientific discipline.
10. A craft that has figured out—with any sort of consensus—how its true organizational value should be measured.
11. A business function from which many CEOs emerge.
12. A profession whose practitioners have sound knowledge of business fundamentals.
13. The vocation that idiots who could not make it as journalists go into.
14. Always best carried out by former journalists.
15. The only place to house social media.
16. A complex voodoo priesthood that can only be carried out by geniuses with tons of experience.
17. Capable of whitewashing all sins.
18. A profession whose practitioners are all adept at speaking plain English.
19. Necessarily or invariably the adversary of media.
20. A synonym for spin.