Engage openly with reporters about your product and business strategy and point them to your early adopters. This will enrich the news coverage and spur follow-up stories. Step 3: Initiate advertising, direct mail offers and in-store marketing. Done right, PR should not only make people aware of your just-released or soon-to-be-released product, but also create anticipation and demand.
Advertising should convert that interest into revenue. Ideally, PR and advertising work together to deliver a powerful, integrated marketing punch. We looked through the project's publicly available documents to identify the biggest contracts and how much they cost. Advertising gives the company almost complete control of the message, subject only to any regulations or policies that restrict the content of commercials and ads, explains Marshall Communications.
Public relations gives much more limited control and attempts to get publicity can even backfire if they lead to negative coverage. Public relations-based publicity is usually more credible with an audience as it comes via independent media, according to public relations consulting company Publicize.
Advertising often appears less credible because viewers, readers and listeners are aware if comes from an unbiased source. Public relations involves a mix of promoting specific products, services and events, and promoting the overall brand of an organization, which is an ongoing task.
Individual advertisements are sometimes based on a brand but are more often based on a specific promotional message such as a price cut or the launch of a new product. The editors, not the individual or organization who wants the publicity, decide whether or not anything will be reported in the media.
And, even when something is reported, it's the media staff who decide how it will be reported and how much attention it will be given. It's very possible that information which an organization offers the media in a positive and flattering news release could show up in a news story that casts a negative or critical light on the organization that supplied it.
For years the conventional wisdom was that the biggest advantages of publicity were the lack of direct cost and the apparent "third-party endorsement" effect. There are salary and production costs involved in having someone prepare news releases or perform other publicity work. Media audiences often give information presented as publicity more credibility than if the same information were presented in an ad.
That's because they know that presumably objective editors decide what's included in the news whereas self-serving organizations decide what to put in their ads. This conventional wisdom was at least partially ratified in a landmark study conducted by the Wirthlin Group that looked at the relative impact which publicity and advertising have on consumers' buying decisions.
Alice Allen, president of the Allen Communications Group in New York which helped fund the study, also pointed out that the relative impact of publicity, particularly newspaper and magazine stories, was further increased among respondents who had completed higher education and had higher income levels. On the other hand, the biggest disadvantages of publicity are the lack of control over the specific content, the timing, and the amount of coverage. Caleb A answered on April 07, Do you need an answer to a question different from the above?
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