Reducing waste

Media relations, the most visible of the toys in the PR toolbox, is a vital component in any comprehensive and coherent communications campaign. But like any other form of marketing, or business investment generally, it’s vital to reduce waste.

A typical scenario – and here I exaggerate a little for effect - is the client who wants to see his story in a national newspaper. On the face of it, the request is reasonable enough. More than eight million people read The Sun every day and that’s a lot of potential customers.

Only trouble is, our guy is based in Darwen, and only sells his Super-Duper Northern Toffees in East Lancashire.

To be in the national newspaper would be rather jolly, of course, but if there’s no means by which the customers can buy the product, then the vast majority of the time and effort taken by the public relations team will have been wasted.

Consider this: every day, the newspaper you are holding is read by more people than fills Wembley Stadium.

In absolute terms, it’s not as impressive a figure as the eight million who read the red-top. In relative terms, however, in the reaching-the-people-that-matter-to-my-business stakes, there is no contest and the Lancashire Telegraph is the clear winner.

Virtually all of its readers live or work in the area where the goods are sold; it is trusted by its readers in a way the national press can only dream of; it understands its readers; it speaks for them as well as to them; and good news about a local business is viewed as real news.

Similarly, for those selling in a business-to-business environment, exposure in a short-run trade title is most likely the best route.

Don’t waste, think. Work out the likely best returns on your public relations effort and then engage the appropriate resources. It’s all in the planning.

Nice as it would be as an after-dinner story, or as a golf club anecdote, biggest isn’t always best. Right is best. Drop an email to richard.slater@slaterpr.co.uk and let’s discuss what’s right for you