PR Myth of the Month: Great PR Programs Yield Quick Results


In “Myth of the Month,” Mark Weiner (right), CEO of PRIME Research LLP, dispels some false assumptions about public relations. Myth: Really great public relations programs produce instantaneous results. Truth: The false assumption here is that “instantaneous equals great.” “Greatness” is a subjective measure defined solely by the person underwriting the program. Research conducted by PRIME on behalf of a well-known brand of snack foods indicates that PR derives one of its most powerful benefits from a very slow decay rate.

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