FAQ's

FAQ's

- What is PR?
PR is the generation of free publicity for clients through editorial, promotions, events and stunts. It can also involve crisis management and spin doctoring (although we hope it never comes to that).

Or, the dictionary defines it as, “The art or science of establishing and promoting a favorable relationship with the public”



- What are the differences between PR and advertising?
Advertising is paid for. PR is not. PR relies on creative news “angles”, not cash, to generate exposure.

With advertising, you have total creative control with what appears. With PR, you don’t, although we will always try to ensure that any coverage reflects the message that we are trying to communicate

The exposure generated by PR is generally considered more credible than advertising. People know when they’re reading/viewing/listening to a paid advertisement. As PR isn’t paid for, it generally retains a higher level of credibility than advertisements.

Advertising is designed to sell the products – “buy now!”, “call today” etc. PR can’t carry a blatant commercial message or editors, TV producers etc. won’t be interested. It must achieve coverage by providing news angles that will appeal to journalists/news outlets.

 

- What is a media release?
A media release is a document prepared for distribution to the media that is designed to provoke the interest of journalists. It should contain information that is useful, accurate and interesting and demonstrate the newsworthiness of the particular person, event, service or product you wish to promote.

Depending on the journalist’s preference, they can be distributed via email, fax or posted as part of a media kit.

 

- Does your PR agency have to be in the same state that you’re in?
Whilst it will never be a bad thing to have your PR agency located in the same state, suburb or street as your office, these days it really isn’t necessary.

Polkadot PR is familiar with all states’ media and can work with a client to locate more obscure, state specific, titles that may have slipped our attention.

Our current clients are located in Sydney, interstate and international. Nearly all national media (glossy magazines and national TV and national radio) is based in Sydney. If you’re not in Sydney, then we can provide you with all the advice and contacts that you’ll need.

With faxes, emails, couriers and postage services, proximity to the client and agency is not as much of an issue as it was 10 years ago.

 

- How much is a PR campaign going to cost me?
Polkadot PR can devise a PR strategy and campaign for practically any budget. But you need to remember that PR campaigns will generally last for no less than 3 months initially and, depending on the industry and project, may require longer campaign periods. This is due to magazine lead times as monthly magazines generally work at least 3 months in advance.

Polkadot PR offers a trial period for the client to ascertain how the PR has affected their bottom line at which point we give the client the option for extension.

 

- How can I monitor my return on investment?
PR is difficult to quantify. Unlike advertising when you can track the number of callers, PR is not as simple.

During the campaign period we provide you with free advertising space in the form of clippings (editorial). In order to provide quantitative analysis regarding how much the PR is worth versus how much the client has spent Polkadot PR measures the equivalent advertising value (we do not multiple this figure) and tabulate the number of readers/viewers/listeners who have been reached and fall into your target audience.

Our goal is to provide you with a 200-300% return on your investment however this number is often far exceeded.
Hundreds turned out for the Gumtree Community Yoga Class 2010
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Polkadot PR Credentials Video
Want to see who we’ve worked with, and what we can do for your brand.
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