frequently asked questions

The Public Relations process isn’t always easy to understand, and there are many different facets to its practice. Simply put, we are advocates for our clients, mediating between our clients and media, celebrity, and consumer audiences to communicate messaging, as well as enhance awareness and exposure.

To help clarify how our process works, here are a few frequently asked questions:

What Is The Difference Between PR & Advertising?

In advertising, a company pays for an ad space, has creative control over the ad’s appearance and messaging, and secures an exact publication date. PR is news-generated exposure covered by the media in an editorial context, and it will run when the publication sees fit. Our goal is to create effective, goal-oriented messaging and work intimately and consistently with the media community to share your message with consumers. We nurture our clients’ relationships with media and work with them proactively on a daily basis to increase placement opportunity

What Makes A Placement Valuable?

There are different kinds of placements to fulfill different goals – some build brand positioning and consumer trust, some influence sales. A valuable placement is one that supports your goals for media exposure and contributes positively to the whole of your company.

What Metrics Can Be Used To Measure Results?

PR success can’t be qualified by a direct dollar-for-dollar ROI. Our analytics focus on the quantity and quality of media placements, as well as the achievement of set goals. PR is one piece of a puzzle that works hand-in-hand with sales, customer service, production, advertising, and other divisions of your company when determining overall ROI.

Please click here to read Forbes’ article regarding "5 Measurements for PR ROI" featuring GG Benitez.

How Much Time Needs To Be Invested Into A Successful PR Campaign?

There are different kinds of placements to fulfill different goals – some build brand positioning and consumer trust, some influence sales. A valuable placement is one that supports your goals for media exposure and contributes positively to the whole of your company.

We measure the investment of time against the traditional media lead-time, which is a minimum of six months for long-lead consumer publications. A quick media hit will never compare to nurturing long-lasting relationships and building a real presence within the media. Effective and memorable campaigns take time – being a “one hit wonder” has no real sustainable value.

We hope that is answers some of your questions about the public relations process. If you have any other questions, ask GG by email or the contact form.