PR Sweetener or Kleenex?
by Michael Perini, ABC
Perini & Associates
Amid signs of an improving economy, Americans are beginning to open their wallets. As a result, household goods makers like Procter & Gamble Co. and Colgate-Palmolive Co., are increasing their advertising, according to the Wall Street Journal. Their hope, according to company officials, is to move consumers farther out of their shells.
Recent survey data show consumers willing to splurge by eating out more or purchasing new shoes. But buying staples like Kleenex, paper towels, and toothpaste needs a little push, according to economy experts.
P&G, plans a 20% increase in “consumer impressions,” or instances when consumers see its ads, WSJ reports.
So, will this upward trend in more advertising dollars for consumer staples flow over into a call for more broader public relations activities and thus the expenditures that go with this decision?
In my view, it will take more than pushing extra ads at consumers to really make a difference for the cautious public to act no matter the product or service.
A complete public relations strategy is required to take advantage of the growing economy and the time is now to increase spending for PR applications and successful public communications.
Here are my reasons why companies, event planners and issue advocates need to acquire the services of public relations professionals to manage the diplomacy of interaction during this recovery.
1. Cross pollination. This is not one-stop shopping. Public communications requires efforts across multiple industries, cultures and geographies. Very much like a “mall” approach with a variety of offerings under one roof that excite consumers to act.
2. Market is going to get crowded. As the economy recovers, more products and services will be available to the public. It will take a strategy, developed by public relations experts, to get through the crowd and have a better ROI (Return on Investment) for a client.
3. Digital knowledge. Texting, emails, websites and the new social media platforms really require a navigator who understands, is comfortable with and knows the best practices to help guide clients to figure out the most appropriate message for the correct media.
I believe public relations firms are ready for action. I know we are! It’s our hope that Kleenex and toothpaste aren’t the only items in the consumers shopping cart.
What about adding a little “PR sweetener?”