Above average return again for HESTA

As part of its multi-faceted approach to marketing, Cosmetic Dentists of Australia (CDA) have been using the services of a public relations company to supplement their paid advertising campaign.

"Public Relations is a funny old game as it does not come with any guarantees," said CDA spokesperson and founder, Carl Burroughs. "You pay your PR company what appears to be exorbitant amounts of money each month not knowing what or if anything will appear in magazines or on the TV." CDA started their PR campaign in February of this year when they launched their practice building service and to date have had articles appear in Women's Fitness and Health, New Idea, Australian Women's Weekly, Shop Til You Drop, Bride to Be, Modern Wedding, Marie Claire and Counter Culture. On August 18, CDA's received its biggest PR coverage so far with a full page article in Sydney's Daily Telegraph talking about the benefits of using a CDA dentist. "We have had a lot of smaller articles appear since we employed our PR company to raise the public awareness of our group, but this is the biggest coverage we have had so far. In PR terms, it has a value of $50,000+ and it's a nice boost to our campaign." CDA also have articles in the current issues of Harpers Bazaar and New Idea magazines.