TITLE

Collect Your PR "Fringe" Benefits: Look Again at the Media You're Not Using

AUTHOR(S)
Weiner, Richard
PUB. DATE
September 1985
SOURCE
Public Relations Quarterly;Fall85, Vol. 30 Issue 3, p20
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Sophisticated public relations practitioners generally concentrate on national print and broadcast media in major markets. It's difficult to obtain significant, favorable publicity in The Wall Street Journal, New York Times and other top circulation newspapers but it's done every day. It's even harder to get your message on network TV news programs, but of course it's worth the effort. Mass mailings of conventional news releases rarely are successful and mailing costs now are higher than ever before. One solution is via wire services, Sunday newspaper supplements, syndicated columns and syndicated programs. These jackpot placements are important but they are not the only opportunities. A succession of pleasant surprises often greets the public relations executive who has the initiative to explore the journalistic market place for additional opportunities. Among the best-pulling releases are those which offer tips: how to get better results, lower-cost results, or both. The "then and now" approach also pulls well. So do features such as fashion forecasts that help readers choose wisely.
ACCESSION #
4471258

 

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