I just had a great conversation with David A. Greenwood. He runs a Greater Boston PR firm. The more I learn about PR, the more I am amazed. Companies pay a lot of cash to agencies.
David - like some other smaller agencies that I know - focusses on getting results for his clients without charging ridiculous 'big city retainers'.
Right now, the PR industry is changing so rapidly. Big media still matters a lot. But, online social media is starting to have a big impact for the companies that get it. I've observed, and David agrees, that most prospective PR clients don't understand the fact that their prospects are online waiting to be engaged. But, the ones who do - who are willing to try new ways - quickly learn that there are cost effective and measurable ways of doing "PR" online - without necessarily working through traditional media.
At WhizSpark, we're about to start marketing a new service that helps small businesses do just that. We've been selling it for awhile now and have about 20 clients. We're excited to launch this second service - on top of what we do for events.