Why Corporate Public Relations

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Assuming you've done a good job of issuing regular press releases to the trade publications about your company's new products or services. You've even got a scrapbook full of clippings of so-called "free advertising." You've also managed to have one of your engineers write a technical paper that got published. And, one of your customers helped you write an application case history that became a feature in a leading trade and business magazine.

That was great, and you can congratulate yourself. But that "free advertising" wasn't really free was it? It took time and money to produce and required specialized help from a marketing and promoting communications agency. They are the experts that have the ability and capability to do that for you. They will help you as long as you think you need them and they are ready to help you and give you their best. Was it worth it?

Few Ways to Quantify The Answer:

Clippings

The number of editorial mentions garnered this year can be compared to previous years to see if they have increased or decreased. Competitive clippings can also be gathered to see how this year's results compare in size, use of color and placement. Clippings will help us in making comparison on what we have already achieved to what we achieve today. Comparison is getting more important if we do realize that the world competition is becoming harder and harder.

Audience

Marketing public relations can often reach far beyond core markets and touch new customers. By counting up the circulation of the publications represented by the clippings, you can determine the size of the total audience you reached for the money invested. The more audience you reach, the more possibilities you can get more customers.

Returned value

This is a measure of the value of an editorial mention as if it had been purchased as advertising space. Most new product mentions can be equated to the cost of a 1/6th page advertising unit for that publication. Remember you can double any value figures you get -- even professional clipping services find only about 40% of the editorial that actually appears.

Editorial Inquiries

If one of your publicity program's objectives was to generate inquiries, count how many inquiries came from editorial product mentions. By dividing the cost of the marketing public relations effort by the total number of inquiries, a cost-per-inquiry can be determined.

When you measure the results of your marketing public relations effort on at least an annual basis, you can determine which tactics were the most effective for the given set of objectives.


Our Services

Media Relations

  • Press Briefing and Gathering
  • Press Company Visit and Tour
  • Press Release Writing and Dissemination
  • Corporate-Press Dialogue and Discussion
  • Writing Technical and Corporate articles
Event Management


  • Products Launching
  • Business Briefing
  • Product, Service and Corporate Campaign,
  • Workshops, Seminars, etc.
Communications


  • Community Relations
  • Employee Communications
  • Executive Communications
  • Government Relations
  • Investor Relations
Consulting


  • Corporate communication development program
  • Media publication program
  • Corporate Social Responsibility (CSR) program

If you think you need us, please contact us via e-mail: marketing@ebizzasia.com.
or Fax. (62-21) 727 99372