Re: UKNM: 'placing'

[gmorleyf]

This is an age old PR problem.  Was the PR agency responsible for securing

a massive amount of column inches, or was the story too good to be left out

by the press?  In the end a PR agency has to be judged on their overall

ability to cover the ground and ensure that the right message is

communicated in all relevant publications, whether or not they are dealing

with a 'natural' story.


With regard to 'placing', I would say this refers to the art of persuading

journalists to write about something they would normally not cover - either

a 'weak' story or several stories on the same subject - ie a pretty blatant

plug.


Gifford

mike [dot] brackenguardian [dot] co [dot] uk

 on 08/13/98 04:02:50 PM


Please respond to

uk-netmarketingchinwag [dot] com

To:

uk-netmarketingchinwag [dot] com

cc:    (bcc: Gifford Morley-Fletcher/Grey Direct)

Subject:  Re: UKNM: longer question re pr






>When Football 365 launched it recieved massive publicity,  I think every

>quality paper covered it ranging from 1/2 page in the Guardian to smaller

>articles in the Sunday Times and Telegraph.

And a certain Mr Kelly told a lot of journo's about it.

Certainly all the marketing &

>media press placed several articles about the proposition.

Maybe this is an issue of semantics, but what do you mean by 'placed'? Was

it that journalists decided that the issue was worthy of column inches and

chose to run it. If so, is that good PR/marketing or just a case of

publications selecting articles that are valid for their readership?

>At the time we were carefully managing what would be covered when so that

>we always had a new story from Fundraising  to launch and beyond.  Our PR

>people had to do allot more than just PR releases.

I'm sure they did, and I'm sure they did a good job, I just don't

understand

your use of 'placing' that's all. Maybe we shd go offline about this.....

m