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  • One cannot pay directly for media attention. You get media attention if the editor deems your information 'news-worthy'. Editorial space needs to be earned.
  • One press release can be distributed to numerous media channels with no explicit costs involved.
  • Discerning customers value third-party endorsements, and view PR results as more credible than advertising.
  • PR cost-effectively reaches various target audience groups.
  • Press releases that are archived on the Internet have long shelf lives, so publicity value is extended for as long as the information is online.
  • With ads, media attention is paid for. You get media attention as long as your budget allows it.
  • Each placement of an ad requires payment, and costs differ from one media channel to another.
  • Discerning customers may view advertising as self-promotional and less credible, and may be more guarded when they view these messages.
  • Advertising is typically more expensive than PR.
  • Advertisements only stay up for as long as the space is paid for. Its lifespan is for as long as you can afford it.