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First, this article states that smaller companies on a tight budget would not necessarily benefit from PPI publicity. The truth is we have had many small clients with small budgets, who are looking to make sure their marketing dollars are being effectively utilized. The great thing about PPI is that you know you’re getting coverage for the money. If you hire a traditional PR firm, you’ll end up paying huge retainer fees, hourly rates, etc., without the guarantee that it will lead to positive media coverage. While we obviously cannot guarantee media coverage, we can promise that you will only pay for what you get. That’s something small businesses can appreciate.

Secondly, the article points out that some critics feel PPI fees are “outrageous.” I can address this from two angles. One, add up the costs and fees that traditional PR firms charge and then look at how many placements they garnered on your behalf. How much does it come out to per placement? My guess is quite a lot. We have a set price for placements, so there’s no guessing at what we’re doing with your money. And two, PPI fees are still a miniscule fraction of what advertising costs are, yet we are able to deliver media coverage that is rich in content, and sell it to you in much the same way you would purchase ad space. Ask yourself, “What’s more effective? A 30-second ad, costing tens of thousands of dollars, or a 4-minute news piece, which costs 1/10th of that ad?”

Finally, one thing the article highlights is the efficiency with which publicists work under the PPI model. I would definitely agree that our publicists have pitching down to a science. How does that benefit our clients? We’re able to get them more coverage. Think about it. We know exactly what to pitch and to whom, so we spend less time “trying” to get coverage, and more time actually booking placements. During a given month, our publicists collectively make an average of 30,000 calls to the media, working on behalf of our clients. We don’t waste time blanketing the media with mass press release mailings, because we know they just aren’t effective. Twenty years in the industry has given us plenty of opportunity to fine-tune our skills.

In the end, each business has to decide what will work best for them. Some might be perfectly happy paying huge retainer fees to a PR firm, just to see a few press releases get mailed out. While it might get them a placement here and there, the client ultimately has to pay for both the hits and the misses. With a PPI-based PR firm, you only pay for the hits.

To see examples of just some of the coverage we have obtained, and to see a list of our upcoming placements, feel free to visit us at http://www.publicity.com.