THE OPINION MAKER: Pay-as-you-go PR service

By Liza du Plessis, director, Microzone PR

In response to a growing demand for short-term, ad-hoc PR services, Microzone PR now offers a customisable solution based on the ‘pay-as-you-use’ concept.

Decision makers understand that effective PR (the kind that results in ongoing visibility in the media) is critical to survival in business.

But in deciding on the best route to take towards powerful marketing, business owners now have the option to use a client services model that accommodates temporary services based on a high-impact and quick-to-market approach.

One of the ripple effects of global economic instability and impact on markets is that business owners are not always in a position to take on the services of a PR agency and commit to a fixed-term retainer.

Retainer-based agreements are attractive. Depending on the level of credibility and experience of the service provider, deliverables do range but are primarily designed to secure the right exposure at the right time within the right market.

The next step is to sustain the effort. This is a long-term investment that requires consistency, flexibility, focus and determination.

The reality of the corporate world today is that companies, irrespective of size or focus or industry, are forced to be cost-conscious.  So entering into retainer-based agreement with a PR agency is simply not always the most convenient option.

What happens when companies want to communicate to the market quickly, about important but ad-hoc events, for example?

Many businesses want to use an established and reliable channel to communicate announcements, key developments, launches and other immediate news that cannot be delayed and must be released immediately for maximum impact.

In these instances having access to an experienced media specialist partner is invaluable. They will have the resources, contacts, expertise and know-how to ensure that the news is delivered and exposed to the fullest extent possible.

This can also be arranged on a ‘pay-as-you-go’ type scenario whereby capital outlay is only required as and when services are used.

Clients benefit from having a media specialist manage ad-hoc PR projects but without the need for substantial expenses or the necessity to regulate ongoing retainer services.

As always, it is about selecting the best partner available and using this resource strategically.

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About Microzone PR

Microzone PR is a national provider of strategic media, marketing and public relations services to a growing database of companies.

The Gauteng-based agency has the knowledge capital and market experience to offer a range of specialist media services – from copy generation, press release management and distribution, through to direct media liaison, feature writing and press conferences, amongst others.

As a rapidly developing business that is ahead of market trends and the latest in corporate communication requirements, Microzone PR is ideally positioned to add measurable value to the technology-driven strategies of its clientele.