Posts Tagged ‘pr and IMC’

PR as an art, science and a business

Sunday, September 13th, 2009

Coming from the BU COM school of thought, where public relations is considered an independent discipline yet an essential part of the IMC strategic process, we were trained to approach our chosen profession as an art, a science, and a business.

In theory, PR is historically one of the most fluid and ever-evolving communication processes.  In practice, synchronizing the art/science/business elements is what makes a practitioner’s effort successful, or not.   From launch campaigns that are well thought out, to crisis management plans, to creating powerful messages, communicating rebrandings, hosting press events, or simply spicing up a bland press release, all three elements play a significant role in unifying the PR process. 

This probably sounds a little too text-bookish, and I’m fondly reminded about my days at BU debating with my colleagues about PR and IMC.  What can I say?  I am on a challenging career mission to educate as many people as possible about the realities of PR with the ultimate goal to overthrow its misconceptions that make this profession one of the most misunderstood out there!

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Branding vs. Public Relations

Saturday, September 5th, 2009

I think after PR, the most misused term in marketing is “branding.”

Commonly referenced examples include, “I need to brand my restaurant,” or, “I have to create a brand for my hotel,” and one of my personal favorites, “We want to build a brand to generate sales.”

While all of these have some element of truth in them, branding, as a term, generally refers to a customer’s emotional response to a product or service.  Very classic examples include the reaction you get when you see the Coca Cola logo, or a Coach bag, or what made you choose an iPod for music.   Now, not everyone is into the same brands for various reasons.  So, I think the key to successful branding is to elicit the desired emotional response from the right audience. 

Shaping that emotional response takes money, research, time and lots of effort.

PR can certainly help build a brand, especially through strategic communications tactics and approaches.  While PR is part of the integrated marketing communication process, it cannot build a brand on its own legs.  Marketing, Advertising and other IMC elements are important in shaping a brand.  Like any major project, evaluating campaign progress is crucial to successful branding.

So, PR is in no way synonymous to branding.  Their difference is clear; if branding is the ultimate goal, then PR is part of the marketing communications process to achieve that goal.

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 1 Comment »