good coverage?

[DuaneJackson]

We've got quite a bit of coverage for our KashFlow product in a number of places. See http://www.kashflow.co.uk/pressroom-coverage.asp

The problem is that all of this coverage states the 'problem' but doesn't go on to say that we have (or believe we have) the solution nor does it give our web address or link to us (I know that's expecting a bit much)

They also quote us as basically saying that getting training is the answer, when in fact we've never said that on any release. It seems one journo decided we said that and it's propogated. The answer is to use KashFlow becuase then you don't need training!

Am I expecting too much here? Should I just be happy with having the name mentioned?

[10 Yetis]

Duane,

Gonna keep it short and sweet cos we have spoken briefly on this. My thoughts are:

The factor that should judge if the PR is working is by measuring how much your site trafic and sign up rate has increased. It is difficult to get an increase if there is no link to your site in the editorial :D .

Also, having seen where the editorial has been used, and with the exception of the Start Ups and Chamber of Commerce piece, the messaging is not reaching the people who Kashflow is targeting.

Yeah there is the reseller option for accountants and alike, but your agency should be placing stories in the media that is read by your target audience.

All that being said, your existing agency may be doing this as the opening salvo and is about to launch "shock and awe" campaign at the SME masses which will result in your traffic and sign ups going up.

It is always going to be difficult getting it 100% right the first time and quite often the first few releases may simply act as profile pieces to increase your brand recognition... but you are quite within your rights to expect maybe a bit more relevent coverage.

Hope I have helped.

[Arlo]

Duane,

I don't agree with 10 Yetis (sorry 10 Yetis), that this is some kind of opening salvo by your existing agency to build awareness, before launching a 'shock and awe' campaign. The objective of ALL product PR campaigns is to generate maximum interest in and sales of the product, which by definition means driving people to the point of purchase if possible.

Having said that, there is a certain level of editorial resistance to product plugging (whether the plug takes the form of a written recommendation or a link to the product). Editorial resistance to plugging varies from media outlet to media outlet. Chances are you could expect a bigger plug in the East Grantham Daily Bugle than on the BBC website.

So in every case, we need to try and overcome this resistance by giving the journalist a reason to make people visit your site (other than to find out about the product). In this case, for instance, we would have recommended that you release some of your survey results to the media, and publish the rest on your own website. In that way, the journalist has a valid reason to say: visit kashflow for the full report.

Then you make sure that the page on which you publish the full report aggressively drives people to the product page.

Even this wouldn't guarantee that every journalist is going to write a piece with a link in it. But it will certainly increase the chances!

In this case (I'm not commenting on the choice of audience, because I haven't looked into it in enough detail), it seems that your PR has done better than most in coming up with a story that generated reasonable interest. It was a missed opportunity, though, not to give a stronger reason to visit your site.

Arlo

[daveashton]

Most PR is good PR, but often a small amount targeted PR is better than lots of none targeted scattergun PR and this comes down to what you asked for i.e. editorial in accountancy weekly or as much press coverage as possible

As for “PR is designed to generate sales”, well on this I disagree strongly. SEO, Telesales, Networking, advertising, salespeople etc generate sales. PR promotes awareness and brand.

As for the miss quotes you need to find out how your PR Company is going to solve the problem and ensure that the true business benefits are put across. PR comes under sales & marketing and hence should be part of your continual improvement program along with conversion rate tracking, objection handling etc. and hence needs continual assessment.

As for building a reseller program (implied by Andy's comments), that is a sales & marketing strategy no a PR issue and over 9 out 10 fail so think carefully before you engage in that option unless it is online only i.e. affiliate programs.

[Arlo]

And what is the aim of promoting awareness and brand, if not to drive sales?

Bottom line, if you ask most businesses why they spend money on PR, it is with the expectation that media coverage is going to drive sales. And indeed, if done well, it does. Look at http://www.milliondollarhomepage.com for the purest example of sales being driven entirely by PR and media coverage.

Sounds like we'll have to agree to disagree.

[daveashton]

Drive sales yes. Generate sales sorry still no and hence you are right we will need to agree to disagree.


Mind you it would make a good post.

How many sales have you got directly from PR and no other sales method? and has this ever produced the best ROI compared to other methods?

[Rob Holmes]

and as if by magic :) .....

http://www.ukbusinessforums.co.uk/viewtopic.php?p=28416

[Arlo]

I use the two words interchangeably. I could equally have written:

Bottom line, if you ask most businesses why they spend money on PR, it is with the expectation that media coverage is going to generate sales. And, if done well, it does. Look at http://www.milliondollarhomepage.com for the purest example of sales being generated entirely by PR and media coverage.

Measurement of PR is altogether another minefield! It's one that is hotly debated within the PR profession itself. Often very difficult to calculate an ROI because a) it is rarely the only tool used to generate/drive sales, and b) being exposed to PR (whatever form that takes) is rarely the only factor in a consumer's decision to buy. Last, but not least, there is a resistance to spending money on PR measurement on the part of agencies and clients alike.