By David F. Ramacitti
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Extra resources for Do-It-Yourself Publicity
There is a major state tourism promotion bureau that spends most of its budget on writing and sending out its own news releases and on bringing in travel writers and editors for "familiarization" tours to generate articles and feature stories about the state's attractions. Over the years, this bureau has kept records of the articles and TV features that have appeared and it estimates that there has been about a 4 to 1 benefit to cost ratio. In other words, if the tourism bureau had paid for the editorial space and airtime it has received, like advertising, it would have cost four times as much as it has spent on the news releases, media kits, and "fam" tours.
3. It's just good sense to build your "bank account of goodwill" with the media and the community. If it's true we've moved into a new era of competitiveness in the marketplace, perhaps it's only slightly less true to say that we're also entering a new era of contentiousness in our organizational and personal relationships. Individuals and organizations seem willing to sue one another at the drop of a hat. Advocacy and special interest groups, with their confrontational approach to everything, sprout with the ease of dandelions.
In other words, if the tourism bureau had paid for the editorial space and airtime it has received, like advertising, it would have cost four times as much as it has spent on the news releases, media kits, and "fam" tours. That's not a bad return on investment. 2. You get more "bang for the buck" in terms of audience attention with editorial coverage. This is a kind of corollary to number 1, the opposite side of the same coin; only here the focus is on audience attention rather than on dollars spent.
Do-It-Yourself Publicity by David F. Ramacitti