England's lacklustre performance in the World Cup has led many football fans to call for the resignation of manager Fabio Capello. Those calling for him to fall on his sword claim the Italian stuck doggedly to a losing formula and refused to change his tactics even though things clearly weren't working.
Capello is like a business manager who continues to spend money on advertising every month for little or no return. In today's multi-media world consumers are far more savvy then they used to be. The public aren't stupid and they know an ad when they see one (even if it's pretending to be editorial). They also know that ads don't mean very much - anyone can claim their product is great if they buy the advertising space.
That's why more consumers than ever make purchasing choices based on editorial coverage. It's these endorsements that really are the ultimate word of mouth for businesses. Gaining editorial coverage for clients across all media, TV, digital and print, is what we do.
As a form of communication PR is more popular than ever (sector growth 8% year on year according to Marketing magazine - compared to a continual decline for advertising). PR is particularly effective for small and medium sized enterprises who lack the advertising budget of the Coca-Colas and McDonalds of this world. So if advertising isn't working for you don't be like Fabio - try something different.
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