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By Yvonne Meacham
I won't go on because I've still got that product demo image in my head, but you get the idea. In all of these activities (called "tactics" in PR lingo), the key message would be reinforced, like a mantra: squeezably soft, squeezably soft, squeezably soft. Pretty soon, the target audience (people who use toilet paper) find themselves thinking: "I think I'll buy Charmin this time. I don't know why, but I have this feeling it must be squeezably soft."
For larger organizations like Charmin's parent company, Procter & Gamble, a combination of advertising, marketing, merchandising and public relations is used. But if you can only afford one avenue, public relations can be an effective, low-cost way to differentiate and position your company, its products or services.
About the author: Yvonne Meacham is a public relations columnist based in Portland, Oregon. She has been a public relations writer, editor and freelancer for more than 20 years.
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