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FRANK SCHAFFER PUBLICATIONS ID 5292 PLANET POSTERS 12 PK 12 X 12    US $25.09

FRANK SCHAFFER PUBLICATIONS IF 8754 THE HUMAN BODY 100 GR 5 8    US $24.15

FRANK SCHAFFER PUBLICATIONS J 209042 Original Judy Clock With 24 Mini Teaching    US $61.90

FRANK SCHAFFER PUBLICATIONS J 34001 JUDY DISCOVERY DIGITAL CLOCK    US $45.23

FRANK SCHAFFER PUBLICATIONS IF 4130 STICKER BOOK FOR ALL REASONS 1080 PACK    US $33.87

FRANK SCHAFFER PUBLICATIONS IF 87021 WORDS ON THE VINE 100 GR 5 8    US $25.44

FRANK SCHAFFER PUBLICATIONS ID 4972 DOUBLE SIX DOMINOES 6 SETS 28 TO A SET 6    US $32.97

FRANK SCHAFFER PUBLICATIONS FS 2257 LEARNING GAME INITIAL CONSONANTS AGES 5 AND    US $25.31

FRANK SCHAFFER PUBLICATIONS FS 3726 PUZZLE ALPHABET TRAIN 26 PIECES GIANT    US $31.90

FRANK SCHAFFER PUBLICATIONS FS 2256 LEARNING GAME SHORT AND LONG VOWELS AGES 5    US $23.78

FRANK SCHAFFER PUBLICATIONS IF 87050 US GOVERNMENT 100 GR 5 8    US $24.15

FRANK SCHAFFER PUBLICATIONS IF 5641 SUMMARIZING GR 3 4    US $16.56

FRANK SCHAFFER PUBLICATIONS IF 5626 CAUSE EFFECT GR 1 2    US $22.47

FRANK SCHAFFER PUBLICATIONS IF G99035 ALGEBRA II REVISION OF IF8769    US $28.65

FRANK SCHAFFER PUBLICATIONS IF 8755 EARTH SCIENCE 100 GR 5 8    US $21.63

FRANK SCHAFFER PUBLICATIONS ID 99067 UPPERCASE LOWERCASE TACTILE LETTERS    US $27.66

FRANK SCHAFFER PUBLICATIONS ID 7743 PIZZA PARTY GR 1 6 FRACTION GAME    US $28.05

FRANK SCHAFFER PUBLICATIONS MGH0769680666 SCIENCE TEST PRACTICE GRADE 6    US $27.56

FRANK SCHAFFER PUBLICATIONS ID 7965 Tangrams Sets of 30 6 each 5 Colors    US $39.26

FRANK SCHAFFER PUBLICATIONS IF 8736 TRADITIONAL CURSIVE    US $23.61

FRANK SCHAFFER PUBLICATIONS IF 8718 BUILDING READING COMPREHEN 3 4    US $29.55

FRANK SCHAFFER PUBLICATIONS IF G99036 INTRO TO GEOMETRY REV OF IF8763    US $28.65

FRANK SCHAFFER PUBLICATIONS ID 99107 ALPHABET FLAT FISH ST 54 MANIPULATI VE    US $30.27

FRANK SCHAFFER PUBLICATIONS FS 23243 ONE MINUTE MATH SUBTRACTION 0 10 GR 1 2    US $22.47

FRANK SCHAFFER PUBLICATIONS J 209041 ORIGINAL MINI CLOCKS 12 PK WOOD    US $32.07

FRANK SCHAFFER PUBLICATIONS J 209040 ORIGINAL JUDY CLOCK 12 3 4 X 13 1 2 WOOD    US $37.45

FRANK SCHAFFER PUBLICATIONS ID 99086 COLOR CODED JUDY CLOCK    US $43.20

FRANK SCHAFFER PUBLICATIONS IF 8735 TRADITIONAL MANUSCRIPT    US $22.24

FRANK SCHAFFER PUBLICATIONS ID 99069 UPPERCASE TACTILE LETTERS REVISION OF    US $27.58

FRANK SCHAFFER PUBLICATIONS ID 99068 LOWERCASE TACTILE LETTERS REVISION OF    US $19.85

FRANK SCHAFFER PUBLICATIONS ID 7563 DEMONSTRATION THERMOMETER 6 X 25 1 2 SLIDING    US $23.41

FRANK SCHAFFER PUBLICATIONS IFG99005 READING COMPREHENSION GR 3 4    US $20.78

FRANK SCHAFFER PUBLICATIONS IF G99135 COMPLETE LIBRARY SKILLS GRADE 4    US $22.47

FRANK SCHAFFER PUBLICATIONS IF 5642 SUMMARIZING GR 5 6    US $20.00

FRANK SCHAFFER PUBLICATIONS IF 5611 INFERENCING GR 3 4    US $20.22

FRANK SCHAFFER PUBLICATIONS IF 5610 INFERENCING GR 1 2    US $16.16

FRANK SCHAFFER PUBLICATIONS ID 7579 BASE TEN NUMBER CONCEPTS PLASTIC 100 CUBES    US $42.18

FRANK SCHAFFER PUBLICATIONS IF G99033 PRE ALGEBRA REVISION OF IF8761    US $23.94

FRANK SCHAFFER PUBLICATIONS ID 7800 NUMBER LINE TEACHER S OUT OF PRINT    US $24.39

FRANK SCHAFFER PUBLICATIONS ID 7805 NUMBER LINE CLASSROOM 4 X 36 20 TO 100    US $20.51

FRANK SCHAFFER PUBLICATIONS ID 7749 FRACTION STAX 51 PLASTIC PIECES WITH    US $35.59

FRANK SCHAFFER PUBLICATIONS FS 23242 ONE MINUTE MATH ADDITION 11 18 GR 1 2    US $27.58

FRANK SCHAFFER PUBLICATIONS IF 8731 GRAMMAR GR 5 6 100    US $25.93

FRANK SCHAFFER PUBLICATIONS FS 23241 ONE MINUTE MATH ADDITION 0 10 GR 1 2    US $22.31

FRANK SCHAFFER PUBLICATIONS ID 7962 TANGRAM PATTERN CARDS GR 2 AND UP 16 CARDS    US $17.76

FRANK SCHAFFER PUBLICATIONS IF 8730 GRAMMAR GR 3 4 100    US $24.15

FRANK SCHAFFER PUBLICATIONS IF G99034 ALGEBRA REVISION OF IF8762    US $23.94

FRANK SCHAFFER PUBLICATIONS IF 8732 GRAMMAR GR 7 8 100    US $21.33

FRANK SCHAFFER PUBLICATIONS MGH0769652883 WRITING GR 8    US $18.94

FRANK SCHAFFER PUBLICATIONS ID 6264 JUMBO EASY GRIP PEGS SET 30 PEGS WITH 1    US $28.56

FRANK SCHAFFER PUBLICATIONS MGH0769652875 WRITING GR 7    US $27.56

FRANK SCHAFFER PUBLICATIONS MGH0769652867 WRITING GR 6    US $18.35

FRANK SCHAFFER PUBLICATIONS MGH0769652859 WRITING GR 5    US $27.56

FRANK SCHAFFER PUBLICATIONS MGH0769652840 WRITING GR 4    US $18.33

FRANK SCHAFFER PUBLICATIONS MGH0769652832 WRITING GR 3    US $22.29

FRANK SCHAFFER PUBLICATIONS MGH0769652824 WRITING GR 2    US $27.56

FRANK SCHAFFER PUBLICATIONS ID 4465 PIZZA TO GO GR 1 6 GAME    US $25.05

FRANK SCHAFFER PUBLICATIONS FS 2001 BINGO EASY SIGHT WORDS GR K 2    US $22.43

FRANK SCHAFFER PUBLICATIONS MGH0769638600 READING GR K    US $18.72

FRANK SCHAFFER PUBLICATIONS MGH076963866X READING GR 6    US $18.81

FRANK SCHAFFER PUBLICATIONS MGH0769638651 READING GR 5    US $18.77

FRANK SCHAFFER PUBLICATIONS MGH0769638643 READING GR 4    US $18.50

FRANK SCHAFFER PUBLICATIONS MGH0769638627 READING GR 2    US $23.06

FRANK SCHAFFER PUBLICATIONS FS 109036 HOMEWORK HELPER SUBTRACTION GR 1    US $13.42

FRANK SCHAFFER PUBLICATIONS ID 6217 PATTERN CARDS FOR PATTERN BLOCKS 16 PK 8 1 2    US $17.76

FRANK SCHAFFER PUBLICATIONS FS 109035 HOMEWORK HELPER ADDITION GR 1    US $13.29

FRANK SCHAFFER PUBLICATIONS FS 109018 HOMEWORK HELPER DOT TO DOT PUZZLES    US $13.42

FRANK SCHAFFER PUBLICATIONS FS 109016 HOMEWORK HELPER DINOSAUR DOT TO DOT GR    US $13.50

FRANK SCHAFFER PUBLICATIONS MGH0769680860 VOCABULARY GR 6 SPECTRUM    US $19.14

FRANK SCHAFFER PUBLICATIONS MGH0769680852 VOCABULARY GR 5 SPECTRUM    US $18.77

FRANK SCHAFFER PUBLICATIONS FS 109014 HOMEWORK HELPER HIDDEN PICTURES GR    US $13.36

FRANK SCHAFFER PUBLICATIONS MGH1561893684 COMPREHENSIVE CURRIC FIRST GRADE    US $34.99

FRANK SCHAFFER PUBLICATIONS ID 6228 EASY GRIP PEGS SET 30 PEGS 1 25 HOLE    US $33.16

FRANK SCHAFFER PUBLICATIONS FS 109010 HOMEWORK HELPER COLORS GR PREK 1    US $13.42

FRANK SCHAFFER PUBLICATIONS MGH0769680844 VOCABULARY GR 4 SPECTRUM    US $18.77

FRANK SCHAFFER PUBLICATIONS MGH0769680836 VOCABULARY GR 3 SPECTRUM    US $18.77

FRANK SCHAFFER PUBLICATIONS IF 5620 COMPARE AND CONTRAST GR 1 2    US $21.12

FRANK SCHAFFER PUBLICATIONS FS 109005 HOMEWORK HELPER NUMBERS DOT TO DOT GR    US $13.42

FRANK SCHAFFER PUBLICATIONS ID 5982 PERIODIC TABLE ELEMENTS DISPLAY 24 X 36    US $21.45

FRANK SCHAFFER PUBLICATIONS IF 4110 STICKER BOOK FOR ALL SEASONS 1020 PACK    US $33.72

I can't afford a publicity/public relations campaign -- can I?

It's a phrase I hear over and over again from many entrepreneurs, small businesses owners and inventors: "I'd love to hire someone to launch our publicity campaign professionally, but we can't afford it, so I'm just going to have to do it on my own."

Over the past several months, I have been conducting an informal survey among entrepreneurs and business owners who have contacted me about my services. I have found that due to their lack of information or knowledge on the topic, many businesses typically over-estimate or over-budget the cost of a prospective public relations/publicity campaign. During my PR consultation with them, I asked: "How much do you think it will cost to launch a solid, effective PR/publicity campaign for your product/business?" Of the 102 people I've queried:

• 11% - Thought a professional PR campaign would cost $10,000+ per month
• 32% - Thought a professional PR campaign would cost $5,000-$10,000 per month
• 39% - Thought a professional PR campaign would cost $3,000-$5,000 per month
• 12% - Thought a professional PR campaign would cost $1,000-$3,000 per month
• 6% - Thought a professional PR campaign would cost less than $1,000 per month

The truth is -- you can get a publicity/PR campaign in all of those price ranges. What you get for your money and how effective the campaign will be is the real question. It is true that the more you pay the more you get. But getting the most publicity/PR exposure doesn't mean you have to get most expensive PR agency or specialist.

A good rule of thumb is to align yourself with a PR business that best reflects your business size. Most times their rates will be in line with your prospective PR budget. If you are a small business owner with two employees, you need not hire a high-dollar PR agency with dozens of employees. Find a PR business whose office size and capabilities closely resemble your business.

Case in point -- there is a large PR agency in a fancy building downtown a few miles from my office. Frankly, we are not even competition to each other – in fact we have even referred clients to each other. Why? They typically work with large corporations and implement campaigns of around $10,000 per month. Mechanically, the downtown firm and my business do the same thing when it comes to PR campaigns: professional media release composition; extensive media market research; articulate personalized distribution to the media; months of media relations (article placements/interview scheduling/media request fulfillment, clipping/tracking of media placements, etc.).

Signing up with the big firm doesn't mean you'll necessarily get an experienced associate working on your campaign. So are you getting what you are paying for? A friend of mine who works at a major PR firm gave me the following breakdown of billing fees in his office:

• Interns/Junior Executives – bill at $75 / hour

(Very little, if any professional experience)

• Account Executives – bill at $100 - $125 / hour

(1-3 years of professional experience)

• Senior Account Executives – bill at $125 - $200 / hour

(Multiple years of professional experience. Agency decision makers.)

Compare those prices to many small PR shops or individual PR specialists. Many have started their own PR businesses after years of experience in the industry and typically charge $50 - $100 per hour to professionally launch and maintain your campaign. Many times, you can get a seasoned PR veteran who will work directly with you and your staff for cheaper than the "Intern/Junior" executive rate at a downtown firm.

However, one word of advice -- when choosing a smaller firm or individual to do your PR, make sure they have the same tools that the bigger agencies do: updated media lists/contacts; personalized media distribution capabilities; professional clipping/tracking services to get copies of each of your media placements (articles, tapes from TV/radio shows) as well as the intangibles of expert communication/media relations skills and professional pitching prowess. If they are cheaper, but don't have all the tools to help you in the best manner possible, you are probably better off spending a little extra money to make sure your campaign is launched and maintained correctly.

The major benefits of hiring a professional (individual PR specialist or PR firm) to launch your campaign are:

• Proper Campaign Implementation – Improperly composed or poorly pitched campaigns are the major downfall of many PR efforts. Poorly written, over-commercialized media releases; uncalculated, misdirected mass e-mailing of the release pitch; no follow-up media relations/media request fulfillment; etc.. Your first impression to the media is a lasting one – make sure it's a good one.
• Media Contacts – Most PR agencies have established multiple media contacts over several years that can lead to much better and more numerous media placements for your campaign. Let their foot in the door benefit you.
• Efficiency and Effectiveness – PR specialists/agencies generate publicity full time, 8-12 hours per day and know the ins and outs, shortcuts and secrets to getting the job done better and quicker. Sure you could hang your own drywall or do your own plumbing, but do you have the tools, the time and the expertise to make it cost effective? I always tell my clients, "You do what you do well, I'll do what I do well and we'll collectively move this business further up the ladder."

One caveat when it comes to choosing a professional PR agency or individual to work with – signing up for a higher priced campaign doesn't necessarily mean you will get better results than a cheaper campaign. And the inverse is true as well. Over the past year or so, many "low-cost PR/publicity services" have begun to pop up all over the Internet. Ones that promise to write and launch a press release for as low as $99. They are low in cost – because frankly many are low in quality. Bigger is not necessarily better, and cheap does not always mean a good bargain.

If you have the time, tools and talent to launch and maintain your own campaign, you should definitely do so. If not – there are a number of public relations/publicity firms, specialists and services out there. Research to find the one whose services and fees match your business plan. Once business owners, entrepreneurs, and inventors learn more about their options when it comes to launching a PR campaign -- many find that they can't afford NOT to have one.

About the Author

Todd Brabender is the President of Spread The News Public Relations, Inc. His business specializes in generating media exposure and publicity for innovative products, services and experts. http://www.spreadthenewspr.com todd@spreadthenewspr.com (785) 842-8909