Hooray for Hollywood! A few weeks ago there was a story in The New York Times, “Ad Budget Tight? Call the PR Machine.” Intrigued by the headline, I read further.
And while I was delighted that movie executives are leveraging their ad buys by leaning more on PR, I was horrified that generating buzz via social and traditional media to promote a product was reported as a new concept whose time has come. Isn't this what our industry has been preaching and practicing for as long as any of us can remember?
According to the Times:
“You've got to remain responsible with your resources while continually finding new ways for your campaign to stand out,” said Michael Moses, Universal's EVP of publicity.
Excuse me, “new” ways?
All of this begs that time immemorial question of why don't prospects and clients understand the value that PR practitioners bring to the table? Why are the strategies and tactics we employ still seen as an alternative, as opposed to the preferred method of promoting a product? Why was this a story at all?
Perhaps, we have one more window of opportunity during this recovery to make the case that PR is a sound, solid marketing communications strategy that delivers and is measurable. Come on, guys. It's what we do, right?
Helen Vollmer is founder/CEO of Vollmer PR