March 5, 2007 at 19:04Creativity, money, PR, and the B-3 bomber.
Thesis: creativity often replaces money, but Money does not often replace creativity.
Today I am going to discuss the fact that creativity in inventing PR reasons can replace the money that would have to be spent promoting the brand by means of advertising and the “blunt ax” method. The method that Arthur Schopenhauer would have formulated, “per fas et nefas” - by hook or by crook is trying to achieve what can be achieved only with the mind - using “hooks” .
Let's talk about the fact that creativity can replace money, and that the opposite is not always true.
I hope many people know about the impressive meteorite episode in the grocery market as an excellent occasion for the PR market itself. The estimate of this promotion:
- a meteorite (a real one, say from a museum in the Far East) - from $ 1,000 to $ 10,000;
- delivery - up to $ 300
All. In practice.
Effect:
numerous publications in the local press - about the
fact of a meteorite falling on a market tent - about the
results of the examination (real or not) - about the
healing properties of the meteorite
(Sic!), The plot got into local news.
etc.
And also, the launch of the word of mouth among the people, crowds of onlookers who came to see with their own eyes.
Now, imagine an estimate in the case when this market would be promoted using the "pointed ax" method, that is, directly - newspaper space and broadcast were paid, onlookers were sponsored, and rumors spread. Many thousands and tens of thousands of dollars and the effect would be guaranteed below what was achieved, since there would be no “hook”, the hook that the meteorite became. Money would have merged into the pockets of newspaper men.
This example clearly shows that a huge budget is needed by “stupid axes”, people who are not able to come up with “hooks”, and hooks, interesting PR occasions. They are trying to replace creativity with a huge budget, promoting a brand.
So, just now, I shared my views on the role of budgets and creativity in launching a PR campaign.
The budget should be reasonable, but if there is no “hook” in the press release, then PR will not go beyond one publication. At the same time, not every “hook” can provide the beginning of free publication in newspapers.
PS: You say: - "Yes, great, but what does the Bomber - B3?"
Here is the answer: if you are interested in bombers - does the aviation technology guru automatically do this for you? Not. Therefore, without pretending to be a PR-player, I only illuminate my point of view and it is up to you to decide whether to agree with her.
Today I am going to discuss the fact that creativity in inventing PR reasons can replace the money that would have to be spent promoting the brand by means of advertising and the “blunt ax” method. The method that Arthur Schopenhauer would have formulated, “per fas et nefas” - by hook or by crook is trying to achieve what can be achieved only with the mind - using “hooks” .
Let's talk about the fact that creativity can replace money, and that the opposite is not always true.
I hope many people know about the impressive meteorite episode in the grocery market as an excellent occasion for the PR market itself. The estimate of this promotion:
- a meteorite (a real one, say from a museum in the Far East) - from $ 1,000 to $ 10,000;
- delivery - up to $ 300
All. In practice.
Effect:
numerous publications in the local press - about the
fact of a meteorite falling on a market tent - about the
results of the examination (real or not) - about the
healing properties of the meteorite
(Sic!), The plot got into local news.
etc.
And also, the launch of the word of mouth among the people, crowds of onlookers who came to see with their own eyes.
Now, imagine an estimate in the case when this market would be promoted using the "pointed ax" method, that is, directly - newspaper space and broadcast were paid, onlookers were sponsored, and rumors spread. Many thousands and tens of thousands of dollars and the effect would be guaranteed below what was achieved, since there would be no “hook”, the hook that the meteorite became. Money would have merged into the pockets of newspaper men.
This example clearly shows that a huge budget is needed by “stupid axes”, people who are not able to come up with “hooks”, and hooks, interesting PR occasions. They are trying to replace creativity with a huge budget, promoting a brand.
So, just now, I shared my views on the role of budgets and creativity in launching a PR campaign.
The budget should be reasonable, but if there is no “hook” in the press release, then PR will not go beyond one publication. At the same time, not every “hook” can provide the beginning of free publication in newspapers.
PS: You say: - "Yes, great, but what does the Bomber - B3?"
Here is the answer: if you are interested in bombers - does the aviation technology guru automatically do this for you? Not. Therefore, without pretending to be a PR-player, I only illuminate my point of view and it is up to you to decide whether to agree with her.