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August 1, 2011
PR Pricing and Payback
 
Marie Swift gets real about creating a viable PR presence and paying for the services it entails. Pricing, of course, comes before paying, so what's involved in a PR pricing strategy? Too many of us come up with an hourly or monthly rate, and that's it. But it isn't, of course.

"Time block rates" give short shrift to all the possible strategies and tactics of building a client's public relations presence in a given community. They all represent services involving time. The question is, considering a client's available budget, what's most advantageous to creating a presence over time?

Starting to work and presenting a client with the "advertising equivalent" of an article you managed to get printed in the local paper won't do it. We're talking, Marie stresses, about the "multiple, positive impressions (required) before people begin to notice the brand or public persona" over time. "Like most marketing activities," Marie notes, "public relations is best done as a marathon, not a sprint."

Marie goes on to discuss various PR payment plans. But the really important thing to remember as you discuss this all-important subject with a prospective client is that you're discussing a strategic relationship, not one aimed at clippings on a corkboard alone.

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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