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Public Relations on a Shoestring
May 2006 | Volume 4 Issue 5
Bigger isn't always better. Although it's great to have the freedom allowed by a big PR budget, a little creativity can go a long way to do effective, inspiring outreach on a small budget. This issue of CW Bulletin highlights some ways to make the most of the budget you have, and for jumpstarting great campaigns with a minimal investment of time and money. Articles on using an array online tools, managing your time and budget more effectively, and breaking out of the small-budget mindset will inspire you with ways to get results without breaking the bank. |
Features
A SENSE OF PERSPECTIVE
by Lisa Austin
One Saturday afternoon not long ago, I found myself gawking out my front window as my neighbors carried in their new plasma TV. I felt that wistful pang of envy. Why can't I get a plasma TV?
PR departments working on a shoestring budget are largely represented by the public and not-for-profit sector. For these organizations, the feeling of having to make do and having to do without is a fact of life.
CREATIVE IDEAS
by Cathy-Anne O'Brien
Whether you work for a nonprofit, a corporation or an agency, you've likely at some time been assigned to a PR project that has next to no budget. When this happens, you may feel you are up against the impossible, but don't despair. You can deliver a highly successful campaign on a shoestring—but it requires some creativity.
USING THE INTERNET
by Nandy Heule, ABC
Shoestring-budget heroes, rejoice. The Internet offers many inexpensive opportunities to deliver better public relations results in our broadband-driven universe.
No doubt, emerging concepts such as corporate blogging, podcasting or immersive web content (like "advergames") can produce their fair share of angst. But let's not forget to explore simple web-based tools available to large and small organizations alike.
EFFECTIVE PR MANAGEMENT
by Ephraim Cohen
Public relations tactics are supposed to be cost-effective, but all too often, programs seem to come at a high price tag with questionable returns. This is often due to the fact that too many public relations functions are inefficient and too many programs are not targeted.
Columns
by Natalie Canavor and Claire Meirowitz
Style Guides? Dictionaries? Who cares?
You should! Whether you're a corporate or a freelance communicator, a style guide and a dictionary are among your most important tools. And all the departments in your company or your client's company should be using the same ones, designated by their communication departments.
by Daria Steigman
What They Don't Tell You:
Tips for starting a solo career
Many years ago I was taken to lunch by two legislative analysts for a large law firm who figured that if I could do similar work on my own then maybe they could, too. As we talked, it became clear that what they were really looking for was a job-sharing venture that would give them more time to spend with their young children. When I asked them what they would do if two different clients needed something at the same time, they looked a bit stunned.
by Neville Hobson, ABC
Edelman's Perfect (Blog) Storm
In early March, The New York Times ran a story with the headline "Wal-Mart enlists bloggers in PR campaign."
While the story itself is of interest as an example of how some PR agencies increasingly see blogs as legitimate communication channels, it is of greater interest to look at what the Edelman PR agency did in this specific case acting on behalf of their client—what went right and, more important, what didn't.
Communication in the News
Case Studies
Related Resources
Related Resources provides additional articles and resources for understanding this month's topic of PR on a shoestring. You can also find some of these links alongside each corresponding feature article for quick reference. Links include:
- "PR on a Shoestring," by Meg Whittemore
- "Never Too Poor to Publicize," by Cherie Hebert
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