Leave it to PR: Seafood companies turn to public relations for marketing strategies

摘要

Public relations produces marketing results that are difficult to quantify. How do you measure buzz, and the power of consumer awareness? And what if it doesn't immediately translate into more diners in your restaurant, or more sales of your seafood products? These are questions many companies have struggled with as they attempt to justify PR within marketing budgets. The results of PR campaigns can be subtle, while some are not so subtle. For example, Aaron Allen, CEO of the Quantified Marketing Group in Orlando, Fla., recently launched a media campaign to announce that Senor Frog's, Mexico's largest restaurant chain, was entering the U.S. market. The PR company received a number of press hits as a result, and ultimately achieved national coveragefor the restaurant in a two-page Forbes magazine feature.