Comments on: Spread the Word: PR is Not Sales Support

By: Manikandan B

Manikandan B — Wed, 02 Jun 2010 00:51:51 +0000

May I also ask you Linda, if you and the PR fraternity have the guts and frankness to say the statement upfront even before engaging with a client that PR cant be measured with sales success and also say that there is no guarantee what so ever. You dont have to answer to that question as the answer is pretty clear.

Also, I am equally concerned with the un-professional ethics that PR folks carry forward by not saying this upfront and only reveal during a time when the client has made the engagement and paid the money handsomely. FYI – I am badly hit client where a PR agency just did what I have described above.

By: Linda VandeVrede

Linda VandeVrede — Sat, 02 May 2009 00:08:23 +0000

Yes, I really did say that. Run away from someone who asks for a guarantee, because what they’re usually asking for is a guarantee that they will get into the WSJ, or that they will get 15 hits a month, or that they will obtain 45 leads, or…you name it…they think of PR as turning on a faucet and they don’t think of it as relationship building. Absolutely PR is measurable (See Katie Paine’s book) but never ever deal with a client who asks for a guarantee in those sales-oriented terms. I think you and I are in agreement in that the PR professional brings value, but most clients ask for “PR” when what they really need is something else. A good professional qualifies up front what the client is truly seeking, and determines if and where PR fits into that mix.

By: Christine Marek

Christine Marek — Fri, 01 May 2009 23:40:49 +0000

Linda,
Oh please, did you really say run away from someone who asks for a guarantee? If you truly believe in the clients service or product and you cannot deliver a guarantee that you can at the very least cover the clients investment there is something seriously wrong with that PR professional’s performance confidence. So who should be running?
I’m not talking about promising hits to specific media outlets or even saying that you can generate so many sales from PR but let’s stop the fluff and at least provide that client value, real measurable ROI for what they pay a PR professional. That kind of attitude will do PR a world a good PR.
Viva la Guarantee, because it is possible.

By: Martijn Pierik

Martijn Pierik — Mon, 27 Apr 2009 18:34:35 +0000

Linda,

Although I agree that PR should not be measured by its impact on sales, I’d like to add that we sometimes lose focus of what our much beloved profession is really all about. We must never forget that the main goal a (for profit) company is in business is to make a profit by generating sales. With that in mind, I believe that good (B2B) PR should, to a certain extend, be designed to support the company’s business goals, which includes driving sales growth. PR can most certainly help a sales organization by addressing issues the company’s sales team faces in the market place. This can be a negative perception of the company’s products, services, quality, customer service, etc. It can also mean more specific challenges a sales team faces when interacting with (potential) customers. Misperceptions that often are created by competitors or rumors in the market place. PR can truly help resolve such issues and therefore directly support the sales function for a company.

I believe it is simply a matter of listening to the clients’ needs, and managing their expectations. Too many agencies sign on a new client, then meet with the VP of marketing and develop/execute a PR plan based on their input and/or instructions. To really understand a company’s marcomm needs, we must also listen to the guys in the trenches…the sales force. If they can be more successful because of PR, you have a happy, long-term client.

By: Marketing Sociologist

Marketing Sociologist — Sat, 25 Apr 2009 00:22:17 +0000

Great response from Pat Elliot. Ironically, being in SouthLAnd, here’s IABC Los Angeles’ upcoming events (it’s pandemic, Pat):
“Inside the Mind of a Reporter with Former CNN Correspondent Mark Bernheimer”
“White House Communications – Lessons Learned from a former White House Asst. Press Secretary Wednesday, June 24, 2009″

As Walt Boyes mentions, those in the buggy whip industry in 1910 were probably saying why their field was so vital to the economy of the day. Probably seeking a government bailout.

By: Dan Wool

Dan Wool — Fri, 24 Apr 2009 23:16:19 +0000

PR is business operations support, not sales support. We are integrated, strategic counsel. Done well, our actions both influence and protect sales.

By: Pat Elliott

Pat Elliott — Fri, 24 Apr 2009 21:18:51 +0000

Linda’s right – PR is NOT sales support. As for her question – Does PR have a case of mistaken identity? – the answer is YES.

Whether it’s the broad-based media image (Samantha on Sex In The City) or the very local media image (never ending local seminars on how to pitch local reporters) there isn’t enough out there emphasizing the value proposition of a strategic, integrated PR program focused on brand and reputation management.

PR needs to do some PR for itself, especially in these challenging times.

By: Jackie Wright

Jackie Wright — Fri, 24 Apr 2009 20:20:29 +0000

Loved your post! And while I agree that PR is NOT Sales Support, what so many PR people often forget is that getting someone on TV or in the newspaper is NOT going to drive sales alone. That’s why ALL PR campaigns should be part of a bigger picture… a fully-integrated marketing picture. When you leverage your PR initiatives with other essential Mar/Comm strategies, you’re bound to be successful at driving sales and volume of your client’s products and/or service offerings!

By: Dave

Dave — Fri, 24 Apr 2009 20:19:23 +0000

My college prof defined PR as “doing good things, then telling people about it.”

Sounds a lot like social media today!

By: Walt Boyes

Walt Boyes — Fri, 24 Apr 2009 16:02:11 +0000

Companies that understand the strategic value of marketing and marketing communications are the ones that will survive long after the short term focused bottom liners die off like Amalgamated Buggy Whip Industries. Marketing and Marketing Communications are branding exercises, while Sales is tactical. “The one shows you how to get there, and the other tells you what do do when you get there.” If you subordinate strategy to tactics you may win a few but you’ll lose the war.