Advertising verses Public Relations

Advertising verses Public Relations

It's easy to become confused about these terms: Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales. The terms have often mistakenly been used interchangeably. However, they are all very different -- but aim to achieve similar goals - or do they? Some basic text book definitions are provided below with a short example to help make the terms more clear.

Advertising
Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

Promotion
Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of advertising, sales and public relations are often considered aspects of promotions.

Marketing
Marketing is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and getting value in return. These activities include market research to find out, for example, what groups of potential customers exist, what their needs are, which of those needs you can meet, how you should meet them, etc. Marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), pricing your products and services, and promoting them through continued advertising, promotions, public relations and sales.

Public relations
Public relations includes ongoing activities to ensure the company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. As noted above, public relations is often considered as one of the primary activities included in promotions.

Publicity
Publicity is mention in the media. Organizations usually have little control over the message in the media, at least, not as they do in advertising. Regarding publicity, reporters and writers decide what will be said.

Public relations includes ongoing activities to ensure the organization has a strong public image. Public relations activities include helping the public to understand the organization and its products. Similar to effective advertising and promotions, effective public relations often depends on designing and implementing a well-designed public relations plan. The plan often includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities. Similar to advertising and promotions, a media plan and calendar can be very useful, which specifies what media methods that are used and when.

Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. Publicity is mention in the media. Organizations usually have little control over the message in the media, at least, not as much as they do in advertising. Regarding publicity, reporters and writers decide what will be said.

Regarding public relations, consider: What groups of stakeholders do we want to appeal to and how? What impressions do you want each of your stakeholder to have? What communications media do they see or prefer the most? Consider advertising, collaborations, annual reports, networking, TV, radio, newsletters, classifieds, displays/signs, posters, word of mouth, direct mail, special events, brochures, neighborhood newsletters, etc. What media is most practical for you to use in terms of access and affordability? What messages are most appealing to each stakeholder group?

Paid Space or Free Coverage

Advertising:
The company pays for ad space. You know exactly when that ad will air or be published.

Public Relations:
Your job is to get free publicity for the company. From news conferences to press releases, you're focused on getting free media exposure for the company and its products/services.

Creative Control Vs. No Control

Advertising:
Since you're paying for the space, you have creative control on what goes into that ad.

Public Relations:
You have no control over how the media presents your information, if they decide to use your info at all. They're not obligated to cover your event or publish your press release just because you sent something to them. "Journalists like people who are prepared to be outrageous, bold and outspoken, provided they are not arrogant, obnoxious or irritating. This can give you a measure of creativity though small. PR is ultimately uncontrollable because the journalists are uncontrollable" reiterates Joseph Reriani Executive Editor of Prudent Press Agency

Shelf Life

Advertising:
Since you pay for the space, you can run your ads over and over for as long as your budget allows. An ad generally has a longer shelf life than one press release.

Public Relations:
You only submit a press release about a new product once. You only submit a press release about a news conference once. The PR exposure you receive is only circulated once. An editor won't publish your same press release three or four times in their magazine.

Wise Consumers

Advertising:
Consumers know when they're reading an advertisement they're trying to be sold a product or service.

Public Relations:
When someone reads a third-party article written about your product or views coverage of your event on TV, they're seeing something you didn't pay for with ad dollars and view it differently than they do paid advertising.

In-House or Out on the Town

Advertising:
If you're working at an ad agency, your main contacts are your co-workers and the agency's clients. If you buy and plan ad space on behalf of the client, then you'll also interact with media sales people.

Public Relations:
You interact with the media and develop a relationship with them. Your contact is not limited to in-house communications. You're in constant touch with your contacts at the print publications and broadcast media.

Target Audience or Hooked Editor

Advertising:
You're looking for your target audience and advertising accordingly. You would not advertise a women's TV network in a male-oriented sports magazine.

Public Relations:
You must have an angle and hook editors to get them to use info for an article, to run a press release or to cover your event. Our team of experienced editors ( www.PrudentPressAgency.com and www.SkyNewswire.com ) have idealized thousands of news angles and do it for a living.

Special Events

Advertising:
If your company sponsors an event, you wouldn't want to take out an ad giving yourself a pat on the back for being such a great company. This is where your PR department steps in.

Public Relations:
If you're sponsoring an event, you can send out a press release and the media might pick it up. They may publish the information or cover the event.

Writing Style

Advertising:
Buy this product! Act now! Call today! These are all things you can say in an advertisement. You want to use those buzz words to motivate people to buy your product.

Public Relations:
You're strictly writing in a no-nonsense news format. Any blatant commercial messages in your communications are disregarded by the media. "Journalists are looking for a fresh story of interest to their audience. You are looking to promote your product and company. The two are not necessarily incompatible" stresses Lilian Matana Executive Editor of SkyNewswire.com

Tune-Up: A PR Agency cannot help resorting to hype or soft-selling - they think it is their responsibility to enhance information to try to "sell" it to the press, without realizing that this alienates them from the journalists and inhibits the development of good, long-lasting, mutually satisfying relationship. Joseph Reriani - PR Consultant

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This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002 at http://www.Reriani.com. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a Media Consultant and Fellow with the Chartered Institute of Public Relations-  United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at admin @ Reriani.com. You may freely copy and re-publish this article without altering any part in the body.

To Help Jog Your Mind

To Help Jog Your Mind

Did Ponce de Leon really discover a fountain of youth in Florida or did he merely have a great public relations man?

We will probably never know the true answer to this question just as so many questions still remain unanswered about many historic people and happenings because word of mouth has the tremendous power of creating legends of its own.

I have mounted campaigns for relatively obscure firms that have resulted in their becoming known and sought after as major entities in their respective fields of industry. Through the placement of articles in local, national and international publications, in conjunction with an advertising campaign, these firms have achieved the recognition and place within the industry that would have taken many years to achieve without a public relations campaign.

We’re frequently asked: “When should I issue a news release?” The time to do this is when you have something topical and newsworthy to say. All releases need a strong ‘hook’ – in other words, an angle that will appeal to editors and give your story a good chance of gaining coverage. So, what would be considered newsworthy?

For starters, perhaps your company is launching a new product or service? Or, you’re launching a new company from scratch? You should issue a release highlighting the benefits and applications of your particular product / service / market entrant.

If whatever you’re launching is technically innovative or it’s being marketed in an unusual or high profile way, you could have the basis of a release. In this case, make sure you don’t fill your release with unnecessary jargon or marketing-speak that could alienate editors and journalists.

Forthcoming events can provide ideal material for announcements. Are you holding any open days, speakers’ panels, rallies or debates? Charity events or donations from your organization to good causes are worth highlighting, as are initiatives that benefit the wider community. If celebrities or public figures are involved, your newsworthiness will increase. The level of interest will relate to the stature of your company and the nature of your event. If a famous chocolate factory held an open day with lots of freebies, it would be of national press interest.

Have you appointed any new members of senior staff? Won a large contract or client? Become involved in a sponsorship deal? Are you expanding or opening a new outlet? Have you received an industry award? If so, the trade press might be interested.

When you’re seeking newsworthy stories, don’t forget one of your best assets – your personnel. Have any employees been recognized for outstanding achievements? Do they have unusual hobbies? Have they received any unusual requests or orders from customers that your company has fulfilled? The local press might opt for a quirky human-interest story.

Remember to monitor current affairs for events into which you can hook. Can you associate your company with upcoming holidays or public projects? Statements that could be perceived as controversial, such as stating your organization's stance on a public issue, might gain coverage. Have you conducted research that gives you statistics you could release?

Tune-Up: If you’re targeting different press sectors with the same story, write multiple releases rather than issuing one ‘catch all’ release. Joseph Reriani - PR Consultant

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This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a PR expert and Fellow with the Chartered Institute of Public Relations-  United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at jreriani @ PrudentPressAgency.com. You may freely copy and re-publish this article without altering any part in the body.