Business Development

Distributors more and more are discovering the benefits of hiring a public relations/advertising agency.

Full-service firms can offer distributors services such as marketing, advertising, public relations, website interaction, direct mailing, in-store displays and more — including press releases.

“Press releases are a component of our company. They are a natural compliment to the other services we offer,” says Jim Elliott, public relations manager/director of Kinzie & Green Inc., Wausau, Wis., a full-service agency.

There are many reasons why distributors are choosing not to write press releases in-house and are instead seeking the experience of public relations firms.

“We ran out of time and out of me,” says Bob Milhoan, vice president of marketing communication, HandySource.com, a Bradenton, Fla.-based business-to-business e-commerce site for multiple industries.

Marketing for a company includes a lot of elements and Milhoan admits that he was doing a poor job because he was trying to do too much. Therefore, HandySource began employing Clarke Advertising, Sarasota, Fla., last year and has been satisfied with the results.

Using a firm can help take the workload off distributors who are busy selling products. It helps free up more time to spend on vital business activities.

Many distributors are realizing that there is a lot more involved in writing press releases than just the writing.

“If it was just press releases I could handle that, but there are many other aspects — developing the articles, working with the editors, and being aware of what they are putting in their magazines. It’s being eyes and ears, not just writing,” Milhoan says.

“A lot of clients don’t have time to work on press releases,” says Scott Carpenter, senior account executive – public relations for Clarke Advertising.

“At the same time they are trying to get more product out the door. Therefore their true function is pushed aside and left up to others who don’t have training to effectively relay information.”

Many smaller companies don’t have a public relations department, so hiring one makes great sense, says Elliott.

“Most typically, people in-house don’t know what an editor is looking for. We write a useable release for the media — we try to make it flexible enough for different markets, but include enough information for all,” adds Elliott.

Charlie Weaver, chairman of Smith Winchester, a Southfield, Mich.-based advertising firm, explains that hiring a firm is a cost-effective business decision.

Companies should put some of their revenue toward what they don’t know how to do, such as writing press releases. This allows them to put their energy toward what they do know how to do — whether it’s selling, training, etc., he says.

“When companies are putting resources toward non-core business functions, it takes time and resources away from other core functions,” Weaver says.

Besides taking a significant workload off the distributors, agencies also have the expertise to handle releases well.

“It is their business and they do it well. Many distributors and manufacturers have other things they need to focus on,” says one manufacturer’s sales manager. “Press releases from advertising firms are often better edited and more professional.”

Part of an agency’s expertise involves knowledge of valuable markets.

“We look to send out news — a lot of those in the public relations business were once in journalism, so we know what newspapers look for,” says Elliot. “Internal people don’t have the background. The time they spend writing press releases could be better spent elsewhere.”

Oftentimes advertising agencies will collaborate with the businesses to determine worthwhile markets.

“Determining markets is a unilateral decision made with both the company and the agency working together on deciding which markets to attack and how to attack them,” says Carpenter.

“We use a magazine’s or newspaper’s reader profile to make a decision on what press releases to send to which markets. It is important to know who is reading the magazine,” Elliott says.

Another big advantage is the affordable credibility press releases offer. Press releases are a good way to build company and product awareness. A mention in a magazine or newspaper has a stronger impact on readers, because writing tends to be more believable.

“An ad is trying to sell you something, so as a result it’s not very credible. There is a sense of implied truthfulness in writing,” says Milhoan.

Carpenter agrees that press releases are more believable, but stresses they do not replace print ads.

“An ad is a paid message — a guarantee that your message will get across, but press releases are built around credibility,” he says.

Elliott agrees. “Companies recognize the value of press release and how influential they can be. Larger companies invest a lot of money, but press releases can be relatively inexpensive,” he says.

Distributors who have used the services of advertising agencies are convinced it was a wise business investment. Advertising firms also recognize the valuable give-and-take service they offer.

“When it comes to public relations, the media is looking for the information to print, and if the information is done well, it creates a win-win situation that is very cost-effective,” says Elliott.




POSTED ON: 5/1/2001