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Marketing Buzz 12/03

Get what you pay for with pay-for-placement PR.
January 1, 2004

Pay As You Go
Tired of fat PR agency retainers? Pay-for-placement firms like Annie Jennings PR ( offer an attractive alternative. The firm bills only when it's scored a story in one of your "wish list" media. Fees are based on the medium's reach, the contact information included and other factors. A feature in a daily paper may run about $1,500, while an interview on the Today show could hit $6,000.

Reed Byrum, president and CEO of the Public Relations Society of America, cautions that before hiring a pay-for-placement firm, ask:


Got media lists? If not, online media directory Contacts on Tap ( serves up about 60,000 U.S. contacts, including key personnel at newspapers, consumer and trade magazines, radio and television stations, and wire services. Sample the service through its 15-day free trial. After that, a single-user annual subscription to the database costs $395. (The site's sharp-witted editorial on topics such as PR tips and tactics is free.) Add an extra $300 to your tab for Premium service, and you can export the contacts into a database, spreadsheet, contact management or label program. Send in a competitor's 2003 or 2004 media directory, and they'll comp you an extra $95.

1 in 5
of all small companies do their business locally.
SOURCE: Quris Inc.

of consumers delete e-mails without reading them; less than
SOURCE: City Business Journals Network

Gwen Moran is a consultant and writer specializing in marketing. Reach her at