"Publicity is absolutely critical. A good PR story is infinitely more effective than a front-page ad." - Richard Branson
Advertising should follow PR in both timing and theme. Advertising is a continuation of public relations by other means and should be started only after a PR program has run its course. Furthermore, the theme of an advertising program should repeat the perceptions created in the mind of the prospect by the PR program.
PR was predicted to be THE number one brand building tool by Al Ries and Jack Trout. What most people get wrong is to spend money and put out articles that are just like an advertisement. Let's say you are reading a newspaper and you come across an article that you thought was interesting, and you read through. But you end up finding someone boasting about their own company it is not good PR. It's not good for the brand. It works against your goal.
Build Reputation
"Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics." - Public Relations Society of America
Advertising doesn’t build brands, publicity does. Advertising can only maintain brands that have been created by publicity. Is it possible to build a well known brand in a short period of time with no advertising at all? Sure. It’s absolutely essential to leak information to the media in order to build interest and suspense in the product before it is actually launched.PR can be used successfully to rebuild an old brand as well. What's necessary is a sound strategy!
Build your brand
"If I was down to my last dollar, I would spend it on public relations." - Bill Gates
When you want to establish a leadership claim, it’s especially important to use media to give your brand the credentials it needs. It’s not enough to get stories in newspapers, articles in magazines, or interviews on radio or television, although these can help. What is absolutely necessary is to get your leadership claims authenticated by the media!
“Most people determine what is best by finding out what other people think is best. And the two major sources for making that determination are the media and word of mouth..” -
Al Ries & Laura Ries
The Paradox of Advertising: Volume Up, Effectiveness Down
"Publicity is the life of this culture - in so far as without publicity capitalism could not survive - and at the same time publicity is its dream." - John Berger
In our consulting business, we work with top management to develop effective strategies for major U.S. and foreign companies. Throughout our sessions, we've noticed a concerning trend: most of the meetings are dominated by advertising people, with PR professionals remaining largely silent during discussions of marketing strategy.
This raises a question for us: has the PR industry fully embraced the shift from advertising-oriented marketing to PR-oriented marketing? It seems that many PR professionals view their role as being the voice of the consumer within the corporation, rather than representing the corporation itself.
Additionally, too many PR professionals prefer to counsel the CEO rather than work in the trenches with marketing teams. Some even feel that the PR industry has "sold out" to marketing. We believe that in order to truly succeed in today's business landscape, PR and marketing must work together in a collaborative and integrated way.
Usual and the unusual
"Public relations are a key component of any operation in this day of instant communications and rightly inquisitive citizens." - Alvin Adams
Web
Web-based PR refers to the use of online platforms and tools to disseminate information, engage with target audiences, and manage a company's reputation. It includes social media, websites, blogs, and other digital channels to communicate with stakeholders and promote brand visibility.
Print, TV, Radio
PR on traditional media platforms such as print, TV, and radio involves crafting and disseminating news and information through these channels to reach a wide audience and create positive brand recognition, credibility, and awareness.
Virality
Leveraging vitality in PR involves being proactive, adaptive, and innovative. It's about identifying emerging trends, breaking news, and current events that are relevant to the target audience and leveraging them to gain media coverage and increase brand visibility. It requires a deep understanding of the audience's preferences, behaviors, and values and the ability to tailor the messaging to resonate with them.
BBD is a full-service advertising and digital marketing agency. We provide innovative online strategies internationally. We specialize in SMM, PPC Advertising, & SEO Services.
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