Category: PR

Results-based PR

People like the idea of results-based PR as they like to be able to measure how it provides a return on investment. In the past, we used to measure PR coverage by a unit called AVE. AVE meant “advertising value equivalent”. We simply measured the size of the article...

Freelance PR Consultant or PR Agency?

What is the difference between a freelance PR consultant and an agency? Ultimately, I believe, it concerns loyalty and results. The size of the organisation is an obvious difference. A freelance PR consultant is usually a specialist who works on their own. A PR agency tends to be a...

How to build a B2B PR Plan in six easy steps

This article goes back to basics, and looks at how you might build a plan for a B2B PR campaign. 1.  Define the audience It is best to start by defining your audience as clearly and precisely as possible. You can start by identifying them by industry sector and...

No retainer for PR services?

Why is a project fee replacing the traditional retainer for PR services? PR companies traditionally charged a retainer fee where clients paid to secure PR services as required.  The PR agency would be available to assist the client with work as it arose. If the PR work related to...