Every season seems to have advertisers scrambling for consumer attention and most business owners asking questions like, “Do advertising and public relation campaigns accomplish the same results for my business?”… and “What would work best for my company?” One way to remember the difference is by using the old phrase “Advertising is what you pay for, publicity is what you pray for.”
Tim Burris, writting for Chron.com defines advertising as “…a means of communication to a target audience using mostly paid media such as television, radio, the Internet and print publications.”
When discussing PR Crosby Norick of IFB correctly makes a distinction by writing that “While public relations is often less expensive…time is still money. It takes time and skill for a PR professional to develop relationships with media, to create pitches customized to the needs of each individual media professional, and then craft multiple angles and opportunities to ensure ongoing coverage on behalf of clients. It requires creativity, strategy, and an investment of time and resources.”
In summery Robert Wynne a contributing writer for Forbes.com suggests that “Advertising is paid media, public relations is earned media. This means you convince reporters or editors to write a positive story about you or your client, your candidate, brand or issue. It appears in the editorial section of the magazine, newspaper, TV station or website, rather than the “paid media” section where advertising messages appear. So your story has more credibility because it was independently verified by a trusted third party, rather than purchased…A recent study from 2014 by Nielsen commissioned by inPowered on the role of content in the consumer decision-making process concluded that PR is almost 90% more effective than advertising”
Marketing is a broad term that describes the multifaceted strategy to promote your organization or business. At Giver Marketing we specialize in finding an effective strategy which increases your company’s desired results by highlighting your “goodwill” activity in the community. Our “Promotion Package” includes both advertising and PR for maximum results. See this helpful video about the 3 keys to a marketing campaign Branding, Visibility and Promotion to learn more.
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Advertising vs Public Relations: What Works Best For Your Business?
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