Is PR more effective than ads?

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​Advertising is paid media. PR is earned media. According to a Nielsen report, customers rely on earned media 92% more than paid media, yet, companies still spend a lot of money on ads per year. Why? Advertising provides instant visibility, but no strategy for conversion. PR builds trust, often with the first placement due to credible, informative content that connects on many levels.

 

Online Featured Contributor PR provides a level of control, as you create the content based on your expertise. You do not depend on a Journalist or other professional to craft your message that might not be aligned. Podcasts also provide a level of authenticity and control, but do not provide the ongoing crediblity, visibility, and SEO that Contributor positioning provides. One effective earned media feature generates brand awareness for months or even years, making PR a highly affordable and effective long-term strategy. Ad spends are a constant machine that must be fed and once that stops, the exposure goes away. 

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PR positioning isn't guaranteed in the same way ads can be, however the acceptance rate of Emote PR clients is nearly 100%. Ads are dependent on impulse reactions in most cases, which can create regret and unhappy customers. PR is dependent on building a sense of trust customers today depend on when making purchases.

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PR is long-term, builds crediblity and generates trust to navigate change for your business, and grows organically over time. PR provides the opportunity to develop authentic conversations, respond to media requests and timely events, and connect with audiences in a powerful way. Ads create instant visibility and opportunties to focus on products specifically for the short term. 

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An easy way to look at the cost effectiveness is to compare just one ad on a prestige website on the home page which would cost about $12,000 and up, vs one article as a Featured Contributor with a permanent bio and links on the site, and new content being accepted monthly, which would cost about $9,000 for the collection of placements. This also includes strategy, messaging and many other support services not included with ads. PR is the cost effective solution that makes sense. 

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What does PR cost? 

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PR is a process. There’s usually no immediate gratification. It takes time to develop messaging, craft media materials, work with you to prepare your website or create one for you, coordinate interviews, and then once all that comes together you’re still at the will of the editors to actually publish the piece.

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Contracts run in 4, 6 and 12 month durations. The longer we engage, the more effective the outcome will be as media have lead times and we need to schedule accordingly.

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Once placement begin we provide full reporting of all placements, including links to the published feature and promotional support. We also provide a wish list of ongoing targets we will be pursuing, parameters for new and unplanned media opportunties, and strategy positioning and objectives ongoing.

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No specific outlets can ever be guaranteed. Working with strategic objectives, we will secure media aligned at all times with your message and crediblity.

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Typical monthly retainers with a PR agency such as Emote PR for media expert representation ranges between $1,000-$5,000 per month on the low end, and for top-notch packages fees can push up to $20,000-$50,000 per month for full scope of work. The average monthly cost for PR in California and New York averages around $7,000/mo.

 

Our fees are customized to fit your needs, we offer low to high-end PR packages, and work with your budget as closely as possible. Services can be modified to accommodate your budget, however we want to be certain we have the ability to perform the work you request to meet your goals. Fees are assessed on a per package basis. Clients often start on the low to mid-range end and grow if they have the time to build gradually.

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What is included in your packages?

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We focus on PR strategy, emotional messaging services, website presentation, media materials preparation, organic SEO strategy and media training for your objectives. Once we have those in place, we move on to media positioning for content and expertise placement with prestige websites as a Featured Ongoing Contributor. Podcast interviews may be included. As these are secured we provide reporting and assessment to review the placement and leveraging options to bring in additional media, speaking, book deals, and other revenue models we will review as we proceed. You can include social media development, website development, book trailers, video production and promotion and speaking promotion. We have options to include print and TV if that interests you.

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Ongoing strategy review is essential to maximize your branding and exposure to new audiences, develop your expertise presentation and produce support on all areas of PR to grow and manage your business.

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How are you different from other PR agencies? 

We develop and provide highly credible expert content to today’s leading websites and feature interview podcasts to promote specific products and services. Due to the nature of our partnerships with these outlets we have a very high placement rate, with strategic promotional support and powerful backlinks provided. In addition, we provide branding, messaging and consultation services to help support and develop your revenue models and overall messaging to increase ROI.

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Does AI factor into your content development and media placement?

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Only in that we pride ourselves on being able to give editors the original and creative content they require. Prestige outlets will not accept AI content and ask that we provide custom content, though not always exclusive, to engage readers and generate trust. AI does not provide the level of true connection, original resources and overall engagement editors require. 

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Is there a limit to the consulting and editorial support you provide? 

Consulting is customized to your individual needs and specific campaign goals. We provide whatever is necessary to effectively reach the goals we are working to secure for you.

 

How long have you been in business? 

We have been in business since 1999 and have worked with thousands of experts, authors, speakers, and various companies to build and support their online platforms.

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How many websites do you have in your network and how big are they? 

We work with approximately 100+ globally prominent websites in the lifestyle genres of the internet, including relationships, parenting and family, inspiration, business, and health and wellness categories.  Our sites range from niche sites of 100,000 to major websites reaching 80 million+ monthly unique visitors globally. Big sites are not always the most effective for specific promotion due to the level of support, links and visibility provided by editors.

 

 

What do Contributor placements include? 

In addition to your article, bio, and graphics, all postings include strategic links to wherever you wish to direct them. This includes home pages, social media, sales pages and additional content housed in your website.

Do you have clients I can speak to about your work? 

Our clients are all very busy, often notable experts and authors, and have asked that we respect their time and privacy. We do not provide their personal information or ask clients to sell our services. We do provide testimonials for this purpose. Once you are a client, we provide networking options with current and past clients when appropriate.

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Will I be paid as a Contributor?

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Most websites and credible media outlets do not pay their experts. On the occasion that payment is offered it is not always an effective strategy, as payment is often small, you lose the rights to your content and links are very limited. It makes more sense to provide free content on a limited basis and leverage the promotional support and crediblity that comes from being a trusted authority with prominent media. 

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Can you share the media outlets interested in working with me prior to submission?

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We work from a targeted wish list once we begin working together. we have ongoing interest from more than 100+ sites and forge new relationships daily. We won't know the best match for your work until we have completed strategy consulting and review your content. We want to position content you are looking to promote and not just fulfill a media request. If you received a priority invitation we will review details of the media outlet once we begin working together. 

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