The text and worksheets in this chapter will help you get started on creating a successful publicity campaign. The Value of Publicity Publicity is the most cost-effective marketing tool in the consumer marketplace. Public relations produced a hefty 235 percent return on investment, according to chief economic officers across the country who were polled by the International Association of Business Communicators Research Foundation in 1990. Especially in smaller companies, PR is likely to be a major investment area and is often viewed as a low-cost alternative to magazine advertising. Publicity is taking on a more important role with many consumer companies selling broad based products as well.
Publicity is important because it is the only part of the marketing program that builds credibility.
Many industries are blessed with innovative, yet unknown start-up companies. For these start-up companies to rise above their competitors, it's essential that they build credibility through publicity. Credibility is the key to winning consumers' minds, hearts and pocketbooks. When PC Week columnist Jim Seymour praised Revolution Software's VGA Dimmer, a software program that saves the screen from burning out, readers jammed the phone lines with orders for several weeks. When New York Times writer Peter Lewis wrote about Eye Relief, a large type word processor from SkiSoft Publishing Corporation, the article was syndicated to 12 newspapers in large cities, leading to orders from across the country.