Posts Tagged ‘Advertising and PR’

Settling the Eternal Argument: Advertising vs. PR (Part 2)

Tuesday, April 21st, 2009

We talked about making communications viral in a previous post which met with much approval.  A simple, but distinct, difference between advertising and PR is the degree of viral success.  How many ads do you forward to your friends or colleagues?  Maybe two or three a year, and those have to really catch your eye because they are funny, or dumb, or applicable to something else. 

Now think how many times A WEEK you might forward articles to the same number of people.  We forward articles to share thoughts, stay in touch, and basically to start and engage in meaningful conversations with people who we respect.  We also do it to spread news to others, sometimes for the purpose of influencing opinions, thinking and developing new ideas on a topic. 

PR has been viral since the first news story was written.  Prior to the internet, we used to clip articles or make copies and mail/fax them to friends and colleagues to stay in touch, make a point, reconnect.  With the presence of the web, the viral component of PR continues to grow steadily.  Now with social media, viral messaging is growing exponentially.  Not sure how reliable the actual messaging is, but the viral component is certainly growing faster than messages are created.

Advertising will always hold the back seat on this one.  Paying for placements may grab attention and raise awareness in the long run, but unless it is an ad campaign that is exceptionally creative, it will not hold much viral value.

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Posted in European Destinations, Hospitality, PR, Top Accommodations | 1 Comment »

Settling the Eternal Argument: Advertising vs. PR (Part 1)

Thursday, April 16th, 2009

I’ve been meaning to bring up this topic at some point and I think this is a good time to discuss some of the concrete differences between these two.   I’ve explored this subject several times in articles, panel discussions and other forums throughout my career so far.  It’s always refreshing to approach these related communications tactics that are practiced so differently, and yet are perceived as one and the same.

You know what I mean.  When I was a grad student looking for my first job I was so amused with how Monster, Hotjobs and other boards would bulk openings ”Advertising/PR/Marketing.”  And it was interesting because as I would scan a certain position that sounded a good fit by title, I would read the description and it would be anything but a PR position!  This fundamental misperception of PR and Advertising has caused so much confusion in the world of marketing communications.

Although the differences are probably too many to list, I’ll go through some of them in the next few posts.  The most important distinction between the two is third party endorsement.  When you read an article in the Wall Street Journal, Newsweek, or any other news source that you follow, you trust the accuracy of the information.   Why else would you be reading it?  Would you be as convinced coming across an obvious ad placement in the same outlet?  You’ll probably notice it - or not - and would it have the same effect as the article you just read?  

Advertising = paid form of communication in a targeted media outlet (very expensive and needs multiple placements to be effective)

PR = creating actual news via relationships that have long lasting value (free and one strategic placement can do the trick!)

Something to think about.

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Posted in European Destinations, Hospitality, PR, Top Accommodations | 2 Comments »

PR: A Possible Cure For Tough Times

Monday, April 13th, 2009

A colleague forwarded me a very interesting article in BusinessWeek, and related it to the topics explored on this blog.  It was such a refreshing read, and encouraging to know that well regarded news sources are picking up on the value of PR during the downturn, and that I am not just rambling: http://www.businessweek.com/smallbiz/content/apr2009/sb20090410_482109.htm?campaign_id=rss_topStories

While I don’t completely agree with the points made in the article, especially the suggested distinction between PR and Advertising, it is true that lines remain blurred with these two unecessarily codependent professions.  In fact, I think the economic crisis in PR, and Advertising,  lies exactly in that misguided perception.  The media, companies, communities, government institutions, and in many cases, PR professionals, have always been so eager to toss both professions in a marketing box just to get whatever result quickly, rather than approach each communication solution for what it can offer, first independently, and then as part of a well-thought out IMC process.

So, essentially, and ironically, as PR people we continue to have a perception issue with our profession.  We must take this time to define our sphere, our philosophy, communicate our strengths, and support them strongly to others.  That’s one of the reasons why I started this blog.

One of endless challenges for me as a PR practitioner has been to constantly educate clients, prospective clients, and peers about the difference between PR and Advertising– and defending my argument of why the strategic, cost-effective process of managing perception with PR accurately contributes to an effective communications campaign.

It’s refreshing to see that others are agreeing with the value PR can bring to the table, by finding and communicating the truth in a story… and in a much more cost-effective way than Advertising ever will.

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Posted in European Destinations, Hospitality, PR, Top Accommodations | 1 Comment »