Thursday, June 7, 2007

The Value of PR

Coldwell Banker Canada's comprehensive Public Relations plan builds brand awareness as it showcases the quality of our national network. As Coldwell Banker sales professionals, you enjoy the credibility and high profile that only PR can deliver. How does this benefit you? Simple! Nothing wins consumer approval – and future customers -- like the power of an unbiased endorsement in major news media.
Our national PR program has been a major success in building the Coldwell Banker brand across Canada , and growing our reputation as a leading authority in the real estate industry. We've raised our profile with coverage in such prestigious vehicles as all the national Television networks, prominent news websites, Maclean's Magazine and most recently, Canadian Business Magazine.
That's further evidence of Coldwell Banker Canada's credibility as a media source and as a real estate industry authority. More than ever before, the Coldwell Banker name is becoming top of mind when Canadian homebuyers and sellers think real estate. We've mounted initiatives that delivered a total audience well into the millions with over 20 million total audience impressions .
The “book” value of the TV, radio, magazine and newspaper coverage we've received far outweighs the relatively small cost of PR. Over the course of past years, the value of Coldwell Banker Canada's national PR is well above the half- million dollar mark. And that total of several hundred thousands of dollars worth of exposure was achieved for a cost that represents less than a tenth of that amount. Think about that – ten dollars in exposure for less than one dollar invested. Where else can you achieve value even approaching that figure? That's tremendous value for your investment, once again proving that – dollar for dollar – good PR is the most cost-efficient Marketing tactic available to you.
More importantly, the credibility delivered by exposure in national and local news media is something that paid advertising simply cannot equal. We can tell the consumer countless times that we're a reliable, trustworthy company to deal with, but as the old saying goes, “I read it in the newspaper, so it must be true.” No commercial advertising can match the power of seeing your company name featured on your nightly newscast or appearing in a respected national news magazine. That's the kind of credibility that money simply can't buy.
With over 20 million messages delivered to Canadians viewers, readers and listeners through PR initiatives, we've made great strides in building top of mind awareness for you and our Coldwell Banker brand.


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