I simply cannot understand why companies spend so little on Public Relations:

-A recent client who spent $1 Million on advertising over a short term period complained constantly about the $20K they spent with us over a 2 month period… This despite the fact that they agreed we did great work and had a major impact on their business.

-Too often I get calls from multi-million dollar brands who want to spend a few thousand dollars a month after having had bad experiences with other pr agencies.  Let me understand – You have failed with other PR agencies to date by spending so little, and now want to continue to spend very little, but expect your next PR agency to succeed? Could that be part of the issue? Succeeding requires time (and therefore budget).

-Companies spend hundreds of thousands on trade shows, but don’t spend on their PR firm to support them at the trade show.

-Many companies spend tens of thousands of dollars on an advertorial, but won’t spend those fees on a 6 month campaign because there is no guaranteed ROI.  Of course, there’s no guaranteed ROI on advertorial either, and multiple opportunities to succeed with Public Relations… but “Oh, well”.

-Companies spend thousands of dollars to develop logos, color schemes and graphics… but won’t spend for anyone to actually hear of the company in the media.

Public Relations done right is a vital component in corporate success, but needs to be afforded proper resources and respect to win the right way. PR is often the most cost effective and reliable way for a company to utilize marketing dollars, but allow your PR firm the resources to win.

Ronn Torossian



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