Effective PR Campaign on a Limited Budget

MaciasPR December 31, 2012 4,740
Effective PR Campaign on a Limited Budget

Effective PR Campaign on a Limited Budget

By Mark Macias

Is it possible to run an effective PR campaign on a limited budget? Of course it is. You don’t need to hire an Edelman or Rubenstein to get quality placements as long as your expectations are in check.

Potential clients always ask me how much it costs to run an effective media campaign. I like to use the accountant example. You and I may use the same accountant but our costs are likely going to be different based on our needs. It’s the same with public relations.

Do you want to run a small or large publicity campaign? Are you targeting the local or national media? Is it a B2B or B2C? All of these questions factor into the complexity of a campaign.

But if you’re a small organization or nonprofit, you can run an effective PR campaign by narrowing down your targeted news outlets. My PR agency has been running the social media campaign for a small East Village restaurant, Cellar 58 Wine Bar, for more than 3-years. That campaign doesn’t take nearly as much time as running a national campaign or a state-wide US Senate campaign, which my PR firm has run.

If you want to run an effective PR campaign on a limited budget, you need to prioritize. Sure, every client wants to be on TV or Good Morning America, but that doesn’t happen overnight. It takes time. And in the world of PR, time equals money.

Would my restaurant client love the publicity on CNN? Of course the owner would be ecstatic, but she will get a better return on her money with a targeted placement in the local newspaper. Last February, my PR company helped get Cellar 58 Wine Bar listed as one of the best restaurants for Valentine’s Day by Citysearch. That brings in customers.

So don’t assume just because you have a small budget that you can’t run an effective PR campaign. The big boys might push you away because you don’t have a big budget, but if your expectations are in check, there can be a PR campaign designed specifically for your business. Watch the video to see why Bigger does not always mean Better in the world of PR.

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Mark Macias is a former Executive Producer with WNBC and Senior Producer with WCBS. He’s also the author of the communications book, Beat the Press: Your Guide to Managing the Media. Macias now consults small and large businesses on how to get publicity. You can read more on his firm at MaciasPR.