{"id":333,"date":"2010-04-14T16:04:00","date_gmt":"2010-04-14T22:04:00","guid":{"rendered":"http:\/\/blog.periniassociates.com\/?p=333"},"modified":"2025-10-30T20:11:35","modified_gmt":"2025-10-30T20:11:35","slug":"pr-sweetener-or-kleenex","status":"publish","type":"post","link":"https:\/\/periniassociates.com\/index.php\/2010\/04\/14\/pr-sweetener-or-kleenex\/","title":{"rendered":"PR Sweetener or Kleenex?"},"content":{"rendered":"

\n<\/p>\n $\"Woman$ <\/a>\n

PR Sweetener or Kleenex?<\/strong>
\nby Michael Perini, ABC<\/a>
\n Perini & Associates<\/em><\/a><\/p>\n

Amid signs of an improving economy, Americans are beginning to open their wallets. As a result, household goods makers like Procter & Gamble Co<\/a>. and Colgate-Palmolive Co<\/a>., are increasing their advertising, according to the Wall Street Journal<\/em><\/a>. Their hope, according to company officials, is to move consumers farther out of their shells.<\/p>\n

Recent survey data show consumers willing to splurge by eating out more or purchasing new shoes. But buying staples like Kleenex<\/a>, paper towels, and toothpaste needs a little push, according to economy experts.<\/p>\n

P&G, plans a 20% increase in “consumer impressions,” or instances when consumers see its ads, WSJ<\/em> reports.<\/p>\n

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?<\/p>\n

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.<\/p>\n

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.<\/p>\n

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.<\/p>\n

1. Cross pollination.<\/strong> 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.<\/p>\n

2. Market is going to get crowded.<\/strong> 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.<\/p>\n

3. Digital knowledge.<\/strong> 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.<\/p>\n

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.<\/p>\n

What about adding a little “PR sweetener?”<\/p>\n

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