… this is the Creating Results approach to public relations.
A proactive public relations program is the most cost-effective method for creating interest in the short term as well as for building brand over a longer period. Press coverage has far greater credibility than advertising. Online and traditional PR can increase both awareness and urgency. It’s a critical part of word-of-mouth marketing.
No advertising, no direct mail, no pre-sales center. Instead, a targeted public relations program that leveraged the Rumford Baking Powder brand and the unique nature of the project. Results? A half-hour PBS primetime feature and strong community support for a historic re-development.