I like reading Alex McNabb's column in Campaign.  I enjoyed his regular column in Campaign (back when it was with ITP and now with Motivate). His column this time talks about how he strongly disagrees about PR being naturally in growth mode in 2009 since it is a cheaper marketing alternative to advertising.

I couldn't agree more. In fact, I am not sure who in their right mind would say something so uninformed. As I have said before and continue to say, as long as PR is not measured, it will be the first to go. The fact that PR costs less than advertising does not make it more likely to be on the 2009 budget. In fact, it is most likely to shrink before they even start looking at the advertising budget.

"What is this? Press release? No no.. have the secretary draft it, I'll sign it and send it off to the journalists we know.. fire the agency.."

"But, it means we will not be able to influence public perception to position our.."

"What are you talking about? All I see is press releases.. we can do it in 10 minutes, I am not sure why we're paying $10k a month for this. Let's not waste any more money, these are trying times.."

And so goes the conversation in a lot of offices. If you think someone is saying, let's spend more on something we can't quantify, you must be out of your mind.

I do agree with McNabb in that brands who have the courage to try new approaches will prosper and grow better than those who will opt to play it safe. I just don't think it's an issue of new as in experimental. Companies who measure their marketing activities scientifically are the ones will do better. 

My father has a theory about weight loss fads: If it really works, how come there are so many fat people out there? The answer is simple: there are too many fads out there and people like shortcuts. The PR industry is not so different today. The truth of the matter is, if you don't invest in research you are continuing to shoot in the dark. If you are not going to lead an active life and eat healthy, you will gain weight. In a global meltdown, I think it's best if people stopped trusting their gut completely and back it up with facts and figures.

Disclaimer: I have never met Alex, nor have I done business with him.