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What could you learn from Bill Gates about PR?

The economy is tight and corporations tighten their belts down to that last notch, unfortunately PR is usually one of the first few items on the budget that's frozen or cut completely. It seems to be an easy choice to cut advertising budgets because it's impossible to track the impact of PR in strict accounting terms. Current tracking techniques can be a benefit to your company. To the numbers guys, if something fails to leave a footprint on the spreadsheet, it is expendable.

The usual result of a cut in PR is a drop in sales and sales leads which can make a company practically invisible to consumers and business-to-business customers. Print and broadcast advertising gives your company exposure. PR delivers the double-whammy of free press and search engine fodder. When you make cuts in the PR, you hurt your companies' profits.

In lean times, public relations still provides the highest value and greater return on investment than any other marketing tactic, including promotions and advertising. Performance-based agencies give clients results for their costs. You never have a guarantee with a retainer-based PR firm. With retainer-based firms, you're paying more for their time than for the press you were looking for. You pay for the print, radio and local and national TV exposure. Performance-based PR firms deliver for you, or they don't get paid.

Part of the issue facing corporations is the lack of understanding of the difference between PR and advertising. The heart of PR is that clients will likely pay one-tenth or less of the cost of an advertising campaign.

The PR delivers a larger punch because it focuses on the placement of articles and broadcast spots in free media. Are you a financial guru? Appear on a national TV interview. An outlet like Fox News carries credibility. The book you wrote and the speaking of your ideas are special and can be heard by millions.

Gates was one of the few software geniuses of his era who also understood the differences between advertising and public relations, and was able to maximize both to his company's favor. Bill Gates acquired success by paying attention to his PR. There is no need to pay a retainer for someone's hourly efforts that do not received the same results.

At the end of the day, companies can't survive the lean times without a steady stream of customers coming to their doorsteps, and PR can deliver them without busting the bank.

Marsha Friedman is a nationally recognized publicity expert, writer, national radio personality, public speaker and CEO of EMS Incorporated, a national PR firm with a 20 year record of excellence. Every day she consults individuals and businesses about how to harness the power of publicity. Visit her online and claim your free PR video (a $100 value) for no charge today.