And, unlike the auto escapade, it's not a ride that can be called upon as a fond memory. A carefully thought out strategy, based on research, isn't a luxury item. Nor is it just another way for an agency to make money. It's the foundation for any PR program and without a foundation, well, houses simply sink over time and market value decreases. Time is squandered.
Expenses come in higher.
Well, the odds for winning are higher than most Lotto tickets. You don't get better results with lots of news releases. The key to success isn't quantity. It's communicating the pre-agreed upon primary message to target media and their audiences. It's being picked up.