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Timing and the Right Public Relations Firm - Keys to a Successful PR Campaign
Bob Mooney doesn’t normally use the services of a public-relations specialist, but earlier this year he realized he needed some help.
Mooney, the owner J.R. Mooney Galleries of Fine Art, in San Antonio, Texas, wanted to raise money for a charity with a commissioned painting: Good cause, good publicity.
“I felt like the more publicity we got, the better we would do for the event,” Mooney says. “Any time you can get your name out in front of a large group of people, for a business like mine, that’s a very good thing.”
Getting the Word Out
Mooney got his name in front of plenty of people. An acquaintance put him in touch with Nelda Skevington, an independent public-relations specialist, who, for a fraction of what it would cost to place an ad, landed him an article in the daily San Antonio Express-News, the local business journal and a TV spot.
Skevington charged Mooney $1,600. His story potentially reached an audience of 7 million people, which would have cost an estimated $24,000 in advertising, she says.
The painting, an image of three San Antonio Spurs basketball players, took in $145,000 for the Spurs Foundation, surpassing the $60,000 Mooney expected. And now he’s getting more traffic and sales in his gallery because of the article, he says.
People, are coming in, often sports fans who wouldn’t have entered his gallery before the benefit. Others, who had passed by and meant to check out the store but never went in, were reminded to pay a visit.
Author: Ian Stewart
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