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Article: Getting the most for your public relations dollar. (Marketing Techniques)
- Article from:
- Industrial Management
- Article date:
- May 1, 1992
- Author:
CopyrightCOPYRIGHT 1992 Institute of Industrial Engineers, Inc. (IIE). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In the current economic environment, most marketers are under ever-increasing pressure to contain communication costs. To an extent, field of public relations has benefited greatly from this pressure.
Yet, as cost effective as public relations can be, its mere application does not automatically ensure efficiency and economy. As with advertising, direct mail or any other communications technique, getting the most from your public relations budget requires certain procedures and disciplines.
Consider the following guidelines:
* Establish realistic, concrete objectives - Too often, managers neglect to ask themselves what public relations should do, ...