· People see 10,000 pieces of information daily, most of which is subconscious. While people automatically hit the remote when they see an advertisement on TV, they watch the programs, seeing products in the background and assuming the talking heads are experts in their field.
· Few people realize that most news and feature articles are the direct result of PR people getting stories on them. A study by the Columbia University Review of Journalism showed that even in the Wall Street Journal, 45 percent of the articles were placed by PR people.
· The people in the articles are not experts, but people smart enough to hire a PR agency to get them publicity. They are not experts, yet they are taken as reference points because they are part of the media.
· People believe the information they see and read. The media has credibility that advertising never achieves.
· Think of it this way: Television advertising is bought in .15- or .30-second spots while most television segments are 3 to 5 minutes long. That’s ten times as long, or more.
· Measured by the amount of money it would cost to buy an ad that long, an appearance on a newscast would be worth $10,000, if not more. If you could buy the space, an article in a newspaper or magazine could be worth $20,000 or more.
· But, you can’t buy that space. Think how much more valuable publicity becomes as a result.
· Add the credibility factor and you to see how valuable publicity can be.
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