Operations Manual: Public Relations

The Secret Weapon
The anti-consumer has trained their self to resist marketing messages--TIVOing everything so they can fast-forward through commercials, only public radio in the car, turning away from billboards--completely impervious to advertising.

Not so fast, Negative Nancy! We have a secret weapon. Public Relations! Far more than the political spin-mongers, PR can get your message to the toughest consumers by using the trusted media--newspapers, television news and magazines--to tell your story in a non-threatening forum. Who needs a high-priced spokesmodel when the local news guy will tell your story?

We recently deployed a 12-month public relations program to develop news stories across the state of South Dakota to increase awareness for a health care problem. We saw dozens of news stories in local newspapers, on television stations and radio networks every month.

Here's the real secret; it costs a whole lot less than you would guess.