Why PR Does Not Equal Sales
By Melissa A Vitale & Jen Fraenkel
It really amazes me sometimes when my clients get to the bottom of their expectations with public relations – often times it’s beyond flattering: my clients really think I can do anything! While I pride myself as being one of the best Vice Publicists in NYC when it comes to getting on-target, top tier media relations, there’s not much I can do beyond that. I cannot double a social media following over night; I cannot get your brands in the hands of the hottest celebs; I cannot get your brand into a paid showcase, sans-fees.
I can however sell an editor on a brand in a couple sentences; I can garner homepage placements within weeks; I can build press relations on behalf of brands that will lead to top tier coverage even years after our agreement ends, I can place articles that catapult the journey of a brand indefinitely. I can increase the effectiveness of a brands’ PR & Advertising budget by 600%.
But there are limits even to my capabilities. Publicists are trained to return the value of media relations investment in Ad Value – for every dollar a client spends on media relations, we like to return double the ad value. For instance, if you spend $3,000 a month on PR, MAVPR targets returning $6,000 a month in ad value.
While typically estimated, we measure our work in ad value because without a publicist, a brand would have to spend the equivalent to be included in the tier of coverage earned.
But publicists are not miracle workers: we cannot perform tasks outside of the typical model of the media relations we are trained in.
Public Relations typically isn’t measured in sales.
Think about the last time you read an article featuring products or a new brand: did you immediately drop everything to spend $200 on a product? Probably not at first. The truth is that trying to draw a straight line between press coverage and sales is futile and distracts from the true ad value garnered by a successful publicity campaign.
Making a sale is part of massive funnel of consumer purchasing behavior. It’s unreasonable for publicists to be able to navigate the murky waters of media relations successfully and know how to condense an entire marketing funnel into a single press mention without the journalist changing any of the words. Publicists would need to speak fluent subliminal messaging.
PR does lead to sales in the longer lead: the more time an article spends on the search pages, the more it becomes part of the marketing funnel for customers looking for similarly grouped products. A press placement increases exposure, keeping the brand at the forefront customers wish-lists, for overall increased brand recognition.
For instance, upon reading a brand profile of a boss babe brand, you may not want to buy the product immediately but when you google “Best Vape Pens” and see that same boss babe brand, you will be excited by the double confirmation.
While PR efforts coupled with an effective email marketing, social media and paid ad campaign can increase sales ten-fold, Public Relations alone maximizes marketing budget, not sales efforts.
For those looking to explore cost effective public relations packages, learn more about MAVPR’s services via: melissaavitale.com/services.html
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A public relations agency specializing in brands and startups across plant and intimate wellness