The PR Guru

March 4, 2011

10 Reasons to use PR, #4

And now for Part Four in our run down of the biggest reasons to use PR to promote your business.

This one will be attractive to anyone who runs a b2c business, targeting consumers, for example retailers. It’s why the well-known celebrities, multi-national brands, and public sector organisations like local authorities and Government departments all like PR.

REACH THE LARGEST POSSIBLE AUDIENCE

You’ve probably heard me mention before how a PR campaign can get you into loads of different media titles, including newspapers, magazines, websites and radio and TV stations. If not, we talked about it in our blog on how PR helps you spread your investment.

The main benefit of PR is you can get into numerous titles for one flat fee – or free if you’re doing it yourself. Exactly how many depends how many you are targeting and how good you/your PR agent is. (Normally we would operate on a target of at least one in ten, although we usually do much better than that.)

So, if you’re targeting 100 titles you can probably expect to get into at least 10. And by doing that, you’ve saved yourself thousands of pounds worth of advertising (because otherwise you’d have to pay for each one you advertised in).

But it gets better! If you combine all of their readerships (not circulations, which are just their sales figures – most papers and magazines are read by more than one person), number of hits, and their listener/viewer numbers, that gives you the size of your potential audience.

In Stoke-on-Trent, for example, there are 14 media titles to aim for: The Sentinel, The Advertiser, Radio Stoke, Signal Radio, Staffordshire Life, The North Staffordshire Magazine, Cross Rhythms Radio, 6 Towns Radio, Focus Magazine, Staffordshire in Business, This is Staffordshire, This is Business Staffordshire, Midlands Today and Central News.

Let’s say your story got into (a not unrealistic) five of them: The Sentinel, Radio Stoke, Signal One, Staffordshire Life, and This is Staffordshire.

Their daily circulation/listener/visitor figures are:
The Sentinel: 53228
Radio Stoke: 22286 (based on weekly audience of 156000)
Signal One: 37714 (based on weekly audience of 264000)
Staffordshire Life: 11000
This is Staffordshire: 13429 (based on monthly visits of 376228)

That would give you a combined potential audience of 137657! And they’re all right on your doorstep! That’s a bigger audience than most businesses can afford to contact through advertising or any other type of promotion.

The print/web coverage alone would probably cost you at least £600.

And as for radio, it’s fairly safe to say advertising on Signal Radio would probably be at least £1000 (including the cost of producing the ad), and it’s obviously difficult to price up the Radio Stoke coverage because they don’t sell advertising. In that case we would tend to use the advertising rates of a commercial station with a similar audience, for example XFM Manchester (min £2000).

So in other words one story which generates coverage in those five places would save you at least £3600!

Your only challenge is to make sure your story is interesting enough to catch their eye or ear…

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3 Comments »

  1. […] Here they are if you need a recap: 1. Spread your marketing investment 2. Gain third party endorsements 3. Become the industry expert 4. Reach the largest possible audience […]

    Pingback by 10 Reasons to use PR, #5 « The PR Guru — March 11, 2011 @ 1:18 pm | Reply

  2. A good article Richard.
    I have seen the growth of 6 Towns Radio ( http://www.6towns.co.uk ) over the last 2 years and have had real value from combining a radio ad (at a very reasonable rate compared with signal) with reach from their social media options. They have a massive reach on twitter and are leading exponents at engagement through this media. With this option my business has had a double whammy and a great ROI.

    Comment by F.G. Lee — April 23, 2013 @ 10:53 pm | Reply

    • Thanks – this is great news! Really pleased it’s working out for you 🙂

      Comment by richardswancott — April 24, 2013 @ 7:59 am | Reply


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