The chief executive of Institute of Communication Agencies Gillian Graham once argued that weak economic times are the worst time to cut advertising spending:

“It has been proven that those who cut spending in these times will exacerbate their revenue challenges and ultimately, lose share.”

As with any statistics and most research, results are interpreted.

What the studies referred to above don’t do is compare revenue results if time and money is invested in advertising, versus less money invested and energy put toward getting free editorial.

In tough economic times, I’d argue, some of the advertising budget can be much better invested in publicity efforts. For far less money, clients can get more column inches, more airtime, more online presence and more visibility.

To get massive publicity coverage, you need:

1. someone who’s a huge media consumer, across all media
2. a kickass, current media database
3. a ‘hook’ – why this story now? why should readers/viewers/listeners care?
4. a high-level (ideally, top) person who:
   • will make significant time available to do media interviews, and will be willing to prioritize last-minute media requests for the length of the campaign push
   • is a ‘good talker’ – articulate, energetic, can speak concisely, uses anecdotes/storytelling, and can translate more complex topics to layperson language
5. someone other than your interviewee, to be the ‘pitch’ person
6. great-quality visuals, minimum 300 dpi for most newspapers
7. most of the publicity effort going to crafting individual media pitches
8. a media relations professional who:
   • has created and executed many campaigns
   • genuinely believes in the cause, the event or the product that they are pitching
   • ideally has worked as a journalist or producer themselves

In tough economic times, directing money to free editorial via publicity is the route to go.

photo by Altemark

Post to follow…

Bridge to a Cool Planet

Call out for strong action to reduce the pollution that causes global warming by coming out to Bridge to a Cool Planet (Vancouver’s contribution to the International Day of Climate Action) on Saturday, October 24. The event kicks off in the northbound lanes of the Cambie Bridge at noon with Vancouver’s mayor, Oxfam ambassador Christina Ora and others.   At 12:30 pm, a parade will go from the bridge to Science World for more celebration from 1 to 4 pm.  There, there will be an eco/green business fair, two performance stages with bands, bhangra and other acts through the day, and 350 salsa dancers for three hours in the gazebo.  From 7pm, there will be public discussions and and speaker events downtown.

In this video, Vancouver’s mayor summons citizens to come out and add to the strength of the message.

One excerpt:

“Vancouver shows again we are serious about climate change and turning the corner. [...] We want to have the biggest and loudest demonstration here in Vancouver to make our voices heard for the whole planet — and make sure that national governments step up and do their part for climate change.”

Lyle isn’t just the Walmart greeter of Vancouver’s English Bay, but that’s how he first strikes you.    At the biggest crosswalk entrance at the middle of English Bay where pedestrians intersect with the bike path and Beach intersects with Davie, Lyle works most mornings for three hours, as he has for the past three years.  He thought someone should be here in this busy tourist area, helping people, providing information to any who ask, and making the city seem like a welcoming place – he calls himself the unofficial ambassador for English Bay.   He wishes good morning to everyone leaving the street to head down to the beach, and to everyone leaving.  He helps Mike the hot dog guy unload, or watches his equipment.  When anyone has a map or looks confused, Lyle is off to provide assistance.  He loads his cart with maps and tourist materials to help when he can.

In the afternoons, Lyle is usually down at the West End Community Centre, where his activities include spending an hour a day helping a 70 year-old Iranian immigrant learn English.

He’s intelligent, clean-cut in his baseball cap, Gore-tex jacket and grey beard, loves helping tourists, and spends his waking hours contributing to our community.  Yes he does live in the West End as well as volunteer here, he says -  in Stanley Park.  Near the farm in the park, by the playground, there is a sheltered area with picnic tables, and that’s where Lyle sleeps.  Everything he owns – a travel bag and garbage bag-wrapped sleeping bag – fits on a carry-on luggage vertical cart.

Lyle reshapes my image of homelessness.

In what other ways I have not seen, I wonder,  do homeless people make contributions to the communities they live in?