Interesting article today at the Wall Street Journal. It talks about a “pay-per-placement” trend in PR. That is, instead of hiring a PR firm and paying the regular PR retainer, you pay per article published. This looks more like a solution for small and medium businesses that are interested solely in getting the word out there.
I am a strong believer that Marketing and PR must be cost effective and although this type of solution may sound fair, before hiring a service like this I suggest taking into account the following:
1- The scope of work: Which publications/ writers will be pitched?
2- If you are paying per article, what is the maximum amount of featured articles that fits your budget?
3- Relevance of the publications. Does the publication where you had a featured article hit your target audience?
4- Size of the publication. Are tier 1, 2 and 3 publications differentiated? However the concept of tier 1, 2 and 3 is still inaccurate. Here’s an example: an industry blog can hit a higher number of potential clients than a mainstream publication.
5- RSS/ feeds/ replicating articles. The same article can be featured in various online publications, and commonly industry blogs use feeds and replicate articles. Is a replicated article being charged as an original article? What about articles translated into other languages?
6- PR and media relations efforts should always start with developing a strategy. Before pitching the press, carefully craft your messages. Also keep in mind that it is better to build strong media relationships than aim to at short term achievements.
Click here to read the article
Click here to read pitching tips.
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