FAQ

There are bound to be aspects of public relations that are difficult to understand. Through operating in this industry for over a decade, listening closely to our customers, we have identified many areas that may require clarification. Hopefully these top ten frequently asked questions will answer most of your queries, but should you still have any questions then please send them to us. We will be updating this section regularly so your question may appear in the updated FAQ’s page. So thank you, for helping us to help our prospects and customers.

If you don’t ask the questions, you’ll never know all the answers.

What is PR?

The industry’s professional body, The Institute of Public Relations’ definition is"Public Relations is about reputation: the result of what you do, what you say and what others say about you. It’s the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics".

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What Can PR Do For My Company?

Successful public relations campaign professionally implemented over a period of time will:-

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How Do I Measure Results?

We evaluate our performance and assess company objectives continually, ensuring optimum results. Before embarking on a campaign, we set measurable results along with the client. Performance measurements are assessed in a variety of ways including

As a general rule, the return on investment measured against advertising spend is three times greater i.e. the media coverage generated from an investment of £10,000 on media relations per year would cost £30,000 to buy in advertising terms.  This does not even take into account the credibility factor and enhancing capabilities that editorial coverage and press photography can generate for the company.

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How Quickly Will I See Results?

This very much depends on the structure of the campaign, who it’s aimed at, what are the desired results etc. However, before embarking on any PR activity we will provide a realistic plan of when and where media relations results  should be expected.

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How Do I Know I’m Getting Value For Money?

We understand clients need for us to be accountable. Setting measurable targets from the beginning will enable you to assess our performance. Clients are provided with evaluation reports on a regular basis and detailed activity reports are provided monthly.

As a general rule, the return on investment measured against advertising spend is a minimum of three times greater i.e. the media coverage generated from an investment of £10,000 on media relations per year would cost £30,000 to buy in advertising terms.  This does not even take into account the credibility factor and enhancing capabilities that editorial coverage and press photography can generate for the company.

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What’s The Difference Between PR & Advertising?

The power of PR is the endorsement value of editorial press and media exposure which, unlike advertising, can not be "bought". PR operates through a third party i.e. the media, and therefore its credibility is much greater in the eye of the reader/viewer/listener than that of paid for advertising.

A sustained, targeted media relations campaign may be more effective and less expensive than advertising. However, rather than choosing PR or advertising, PR should be part of the marketing mix.

The Institute of Public Relations sums up by stating, "Comparing advertising and PR is like comparing a boat and a car: they are both forms of transport , capable of travelling at varied speeds and by a variety of routes. But they operate in different environments, provide different modes of transport and different experiences, and cost different amounts. The passengers may be going to the same place but they’re getting there a different way".

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Does BRIGHT PR Specialise in Any Industry Sectors?

The agency works for a variety of different clients sectors however, over the years it has built up a reputation for specialising in Construction & Housebuilding, Professional Services, Leisure & Tourism, Biotech, Retail, Information Technology using consumer, branding and business-to-business strategies.

Event management is also a key strength.

BRIGHT was the first Scottish PR agency to stage a journalists exhibition at IPC Magazines in London. In addition the company led a delegation of Scottish IT journalists to a world-wide IT conference in New Orleans and managed the PR for the Vivienne Westwood Fashion Show, the first time a show had been staged in the UK outside of London.

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How Much Will It Cost?

BRIGHT PR charges an hourly rate which is billed as a retainer or adhoc basis. It very much depends on what works for you within your budget. A detailed plan will be provided according to the level of activity required.

The range of work BRIGHT undertakes includes: project work and launches for small businesses to strategic campaigns on an ongoing basis for large businessess throughout the UK and Europe and beyond.

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Can You Provide Any Recommendations from Clients or Journalists?

We would be happy to provide you with contact details from clients and journalists who can verify our standard of service and quality of work in your sector relevant to your specific needs.

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