PR Agencies Aiea HI

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Digital Mediums
(808) 943-9992
725 Kapiolani Blvd C-205
Honolulu, HI
Firm Size
Medium (11-30 Employees)

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Hyperspective Studios
(808) 741-1292
2800 Woodlawn Dr., Ste. 253
Honolulu, HI
Firm Size
Small (2-10 Employees)

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Supernatural Media LLC
(808) 497-3883
P.O. Box 10822
Honolulu, HI
Firm Size
Small (2-10 Employees)

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Strategic Communication Solutions, LLC
(808) 226-7470
PO Box 283137
Honolulu, HI
Firm Size
2
Specialties
Nonprofits, Professional Services
Service Specialties
Community Relations, Media Relations, Social Media
Year Founded
2006

Get Familiar Marketing, Inc.
(808) 489-2953
1334 Hooli Circle
Pearl City, HI
 
Hawaii Software Development Social Media Marketing Honolulu
(808) 539-3804
Sales & Development Office, Manoa Innovation Center, 2800 Woodlawn Dr., Ste
Honolulu, HI
Firm Size
Large (31+ Employees)

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Mix Plate Media
(808) 744-8087
PO Box 12040
Honolulu, HI
Firm Size
Small (2-10 Employees)

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Kahi Hoku Kai
(808) 392-1200
PO Box 1505
Pearl City, HI
Firm Size
2
Specialties
Health Care/Medical, Professional Services
Service Specialties
Business-To-Business Marketing, Media Relations, PR Counseling/Full Service
Year Founded
1997

Sara Platte Public Relations
(808) 636-1656
1806 Kumakani Pl
Honolulu, HI
Firm Size
2
Specialties
Nonprofits, Professional Services
Service Specialties
Community Relations, Media Relations, Social Media
Year Founded
2006

KSL Public Relations
(808) 557-1680
4065 Black Point Rd
Honolulu, HI
 
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Public Relations: a Question of Measurement Methods: Branding Strategy Insider

Of all the communication tools that a marketer can invest in, public relations is probably the most underrated.

PR is relatively cheap and is a wonderful method of providing information on a brand, while avoiding the clutter that so often reduces advertising impact. Yet it is a relatively minor ingredient in many integrated marketing plans.

The problem with PR is its invisibility. Unlike advertising or the internet there are no glossy prints, 30-second spots or 3-D graphics to point to as justification for the investment. Unlike sales promotions and direct marketing, there is no way of linking the amount invested in communications with that received in the form of increased sales. As a result, PR is often overlooked as an important and economic method of building a brand over time.

The PR industry itself has to accept responsibility for this situation because of the rather fluffy and unaccountable way in which it has promoted itself. In many instances PR agencies have been comfortable accepting a retainer from clients without ever offering any form of evaluation of their activities on behalf of that client.

In other PR agencies, a clippings file featuring all the stories that have run in the media will be offered. This is somewhat akin to a DM agency reviewing its performance by handing the client the mailshot it devised without any data on the impact it had on the target market.

More advanced PR agencies will cite the 'advertising equivalency' of the stories that have appeared in the media. This involves adding up the column inches of all the stories that emerged from a PR effort, then multiplying these inches by a mystical number between three and five that represents the fact that editorial has more impact than ads, and then calculating how much it would have cost to achieve the same coverage with advertising.

All of these methods are embarrassingly insufficient. Why should a client care how many stories have been generated or how much it would have cost to achieve the same column inches with ads? The reason for investing in PR, or any other form of marketing communications, is to positively impact the target market in question. It therefore follows that the only way to effectively demonstrate PR impact is not to measure the stimuli, but the effect - a benchmarked shift in consumer behaviour.

It is rare for PR to directly impact sales, but it is often the optimum method for generating awareness of a brand or generating positi...

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