Weighing the Pros and Cons
DO-IT-YOURSELF PR
Typically suits: Small day spas and start-up
businesses with limited budget.
Pros:
• Greater potential to think “outside the box”
with PR strategies.
• No one knows your business and vision better
than you do.
• Cost-efficient.
Cons:
• Significant time investment in trial-and-error
with potential for wasted time and money.
• May not have the media contacts or channels.
• May not be up-to-date on the most effective
marketing solutions.
• May get caught up in your own sales pitch
and lose objectivity.
FREELANCE PR CONSULTANT
Typically suits: Spas or businesses that need
expertise but don’t have the budget for large PR
partnerships.
Pros:
• Cost-efficient for irregular projects and product
launches.
• Helps spas and companies redirect time to
invest in other activities, such as marketing
and advertising.
• Has expertise that is generally less expensive
than a firm or agency.
Cons:
• Requires time to gain familiarity with the
client’s product or service.
• With multiple clients, freelance consultants
may not be available immediately or may be
unable to give the focus you require.
IN-HOUSE PR
Typically suits: Spas or businesses with fairly
large amount of business.
Pros:
• Specialized knowledge of the company’s
product or service.
• 24/7 and on-site availability.
• Could package or piggyback the marketing
approach with other areas or in-house activities to save on cost.
Cons:
• Depending on experience, requires time
investment to establish media contacts.
• May not have the exposure or geographical
reach.
• Lean in-house PR may end up juggling too
many things.
PR FIRMS OR AGENCIES
Typically suits: Large-chain spas or businesses
that require wide geographical or market reach.
Pros:
• Consistent and positive image if PR is handled
by a reputable agency.
• Potential for brand to make a positive first
impression based on associations with prestigious brands also managed by the respective
agency.
• Ongoing marketing support and access to
media contacts and channels.
Cons:
• Often more expensive.
• May have to deal with more than one person.
• May require constant follow-up and could
potentially be wasteful if not constantly
monitored.
March/April 2012
■
PULSE 31