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Generating
publicity requires focus, detail and attention. Here are some tips for
considering whether to outsource your promotional needs or to do it
yourself.
Outside
agencies:
- Offer
specialized expertise in specific fields
- Have
a wealth of strong established media contacts
- Give
an unbiased and dispassionate assessment of your organization and its
marketing strategy
- Bring
an outside perspective
- Are
up to date with the most advanced techniques and resources
- Leverage
the experience of an entire team of professionals
- Eliminate
the cost of benefits, training, holidays and team member
expenses
- Offer
a menu of services available from strictly writing press releases to
planning events to occasional consultation to full media
campaigns
Internal
publicity operations:
- Offer
in-depth understanding of your business
- Let
you determine the degree of control and participation in the
process
- Are
solely dedicated to and focused on your business's publicity
needs
- May
have established media contacts
- Can
be cheaper to maintain
- Are
more excited about your business
- Know
your customers well and may elicit better success stories
- Know
the latest and greatest news about your company first
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