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Daily urges businesses to cut out PR ‘middlemen’ with new campaign

Kimberley BarberA regional daily is offering businesses guaranteed coverage and urging them to cut out the PR “middlemen” in a new campaign.

Portsmouth daily The News is urging firms to come forward and promote themselves through the newspaper as part of its Business Bounceback scheme.

The campaign will give firms a one-time only opportunity to appear in The News at 75pc off normal advertising rates – with no contract and no further fees.

This will guarantee them a published article produced by business editor Kimberley Barber, pictured, in The News and on its website.

The News says Kimberley and her team will “help people identify what their business needs to shout about in order to get it noticed” and then “produce an engaging and eye-catching article”.

In a message to businesses, editor Mark Waldron said: “We’ve seen how tough the past year has been on businesses, so we’ve decided to do our bit to help by offering a new way for them to market themselves – and at a much lower cost.

“Traditionally the cost of advertising starts at hundreds of pounds. Hiring a PR agency can also be a pricey gamble as it’s not guaranteed that their work will ever see the light of day.

“Hundreds of press releases reach our newsdesk every day and often end up unused. Hiring a marketing executive as a permanent role is also a massive commitment. So why not cut out the middlemen?

“As the pandemic ends, there’s never been a better time to promote your business and make it stand out. So we’ve launched this as a way for people to have direct access to our expertise and audience.”

Participating businesses will also get access to special advertising packages and discounts, should they wish to further promote their message, while the articles will also be shared on social media at their request.

Added Kimberley: “Whether it’s a new product, an expansion to your team, an award win, or even just simply a change of opening hours, there are many reasons that a business would need to shine a light on itself.

“I’m excited to help businesses find their ‘top line’. Writing interesting and attractive articles is what we do day in, day out, so this is a great opportunity for businesses to have direct access to the professionals.

“A scheme like this has never been done before, so we are delighted to be able to offer it, especially now when businesses have had such a tricky time.”