A socially and environmentally conscious publicity company
Why Publicity?
I'll tell you why:
Publicity and advertising are two very different fields that are often times confused. Though a well placed advertisement can bring plenty of exposure to a business or event, a good publicity campaign is a far more economical way to get a very different type of media exposure. An ad is an ad, but publicity is news. And news is taken more seriously.
Cost:
An article about you, your company or event costs nothing. Generally the only cost incurred would be the fee you’re paying a publicist to convince editors, reports and/or producers to interview you or write about your product.
Case in point:
Wasabi PR secured a quarter page article with photo for Brooklyn Botanic Garden’s Cherry Blossom Festival in the Sunday New York Times ‘City Section.’ To run an ad that size would have cost over $8,000. This one hit was worth more than double Wasabi’s fee…not to mention a nice write up with two photos in the NY Post, a two-page spread feature article with 10 color photos and teaser on the front page of Japion (Japanese weekly newspaper), substantial listings in the NY Observer and Time Out New York, Fox 5 coverage and radio interviews on NPR and WABC. This publicity, worth tens of thousands of dollars, cost the client a very small fraction of what it would have cost to advertise.
NY Times Article
Credibility:
Again, advertising has its merits, but nothing beats news for credibility. People are generally a little leery of advertisements because all an advertiser needs to get his message in the paper is cash…so it’s always a little suspect.
News on the other hand needs to be newsworthy, a good story, something editors believe their readers will want to know about. Readers generally trust the papers they read and take articles seriously.
Case in point:
Wasabi PR identified Shankar Vedanta as the most likely reporter at the Washington Post to be interested in a story about the effects of video games on depression. We pitched the story on behalf of client PopCap Games and connected Shakar with Dr. Russoniello, who is conducting the study, and PopCap customer Gail Nichols. Shankar took the leads and ran with them. The result: An interesting news story featuring PopCap Games.
Washington Post Article
Pick-up:
Stories that make it into key papers such as the NY Times, the Washington Post, the Boston Globe, etc. often get picked up by smaller papers, online or by blogs. And coverage on TV by a local network affiliate can get picked up all over the country…and possibly overseas. Better still are hits on newswires such as the Associated Press that can potentially be picked up by thousands of media outlets all over the world. FYI, Wasabi PR has an excellent track record with AP…getting coverage for over half of all stories pitched.
Case in point:
Wasabi PR convinced the South Dakota bureau of the AP to cover a gathering of its client, The International Council of 13 Indigenous Grandmothers. The AP article was picked up by hundreds of newspapers, magazines and websites within 24 hours and continues to be viewed online many months later.
AP Article via USA Today
Publicity and advertising are two very different fields that are often times confused. Though a well placed advertisement can bring plenty of exposure to a business or event, a good publicity campaign is a far more economical way to get a very different type of media exposure. An ad is an ad, but publicity is news. And news is taken more seriously.
Cost:
An article about you, your company or event costs nothing. Generally the only cost incurred would be the fee you’re paying a publicist to convince editors, reports and/or producers to interview you or write about your product.
Case in point:
Wasabi PR secured a quarter page article with photo for Brooklyn Botanic Garden’s Cherry Blossom Festival in the Sunday New York Times ‘City Section.’ To run an ad that size would have cost over $8,000. This one hit was worth more than double Wasabi’s fee…not to mention a nice write up with two photos in the NY Post, a two-page spread feature article with 10 color photos and teaser on the front page of Japion (Japanese weekly newspaper), substantial listings in the NY Observer and Time Out New York, Fox 5 coverage and radio interviews on NPR and WABC. This publicity, worth tens of thousands of dollars, cost the client a very small fraction of what it would have cost to advertise.
NY Times Article
Credibility:
Again, advertising has its merits, but nothing beats news for credibility. People are generally a little leery of advertisements because all an advertiser needs to get his message in the paper is cash…so it’s always a little suspect.
News on the other hand needs to be newsworthy, a good story, something editors believe their readers will want to know about. Readers generally trust the papers they read and take articles seriously.
Case in point:
Wasabi PR identified Shankar Vedanta as the most likely reporter at the Washington Post to be interested in a story about the effects of video games on depression. We pitched the story on behalf of client PopCap Games and connected Shakar with Dr. Russoniello, who is conducting the study, and PopCap customer Gail Nichols. Shankar took the leads and ran with them. The result: An interesting news story featuring PopCap Games.
Washington Post Article
Pick-up:
Stories that make it into key papers such as the NY Times, the Washington Post, the Boston Globe, etc. often get picked up by smaller papers, online or by blogs. And coverage on TV by a local network affiliate can get picked up all over the country…and possibly overseas. Better still are hits on newswires such as the Associated Press that can potentially be picked up by thousands of media outlets all over the world. FYI, Wasabi PR has an excellent track record with AP…getting coverage for over half of all stories pitched.
Case in point:
Wasabi PR convinced the South Dakota bureau of the AP to cover a gathering of its client, The International Council of 13 Indigenous Grandmothers. The AP article was picked up by hundreds of newspapers, magazines and websites within 24 hours and continues to be viewed online many months later.
AP Article via USA Today
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