They know Dr. Keith Smith on Capitol Hill. They know him in Canada and in Blue Cross boardrooms around the country, too.
Back in the day - five to 10 years ago - companies used to spend $1.5-2.5 million for a 30-second Super Bowl spot in hopes it made enough of an impression to be the office water-cooler talk the next day.
Outside of many high profile crisis communications efforts, possibly no public relations campaign has been so large, and so successful over the past four decades than that of the Super Bowl.
I used to be a big Macintosh computer fan. I still am, to some degree. But lately, I've been wrestling with the "new" philosophy of Apple. To me, they're different than the company I originally fell for.You see, I love the little guy - the individual/company that succeeds despite overwhelming odds.
I'm rather disappointed in the public relations industry. 2009 should have been a banner year for PR. With the emergence of social media as a major tool for marketers and the notion that publicity potentially comes at a lesser price than other marketing disciplines (including advertising), PR firms could be replacing ad agencies as the communications leader among clients. But it's not.
Should you find yourself with a smaller marketing budget and need to prioritize your efforts, start here: