Frequently Asked Questions
what is PR?
PR or publicity is about gaining editorial coverage in the media for free.
You might pay an agency to do this on behalf of your business, but you do
not pay the media outlet. This is how it differs from advertising.
Basically PR is more cost effective than advertising. You should get a
bigger bang for your buck! The more PR you do, the more 'frequency' you
what is the difference in costs between agency fees and DIY fees?
How does DIY compare to agency fees? Most agencies charge $3-5000 (+GST)
per month for a minimum of three months for a PR campaign. These fees cover
the media list preparation, media release writing, client meetings, media
distribution, media follow up and final report preparation. DIY fees are
substantially cheaper. For approximately $1000-1500 you can get a
professionally written release and a couple of media lists for your target
market. You then do the 'hard work' yourself!
why would I ever pay an agency?
You may find that managing your own PR campaign is great for a while, but
as your business grows (and you are reeling in the bucks) you have less and
less time to dedicate to it. Many people think this is a good time to
handball it all over to an agency; you can now afford one and it frees you
up to run and grow your business.
what are the benefits of PR?
Because people buy magazines and newspapers for the editorial, not the
advertising, it is often more believable than advertising messages. It is
also far more cost effective than advertising as you don't have to pay a
fee every time a story appears.
what are the down sides of PR?
You lose some control of the messages because the journalist or editor will
write about your product or service in their own words, but the pay off is
genuine, credible endorsement for no fee. You also can't control when the
story or article will appear in the publication or what size the article
should I do it myself or hire an agency?
Conducting your own PR campaign is not for everyone. It's not rocket
science, but you do need to dedicate a fair amount of time to it and be
quite computer literate.