Public relations and advertising get very different results. We’re on episode four now, and we’re still talking about what makes PR different from advertising. To find out more about how PR is different from advertising, please listen to our three previous episodes.
One vital element that only public relations will give you:
- Reputation
If I ask you to name the celebrities you know who aren’t in your circle or your industry, you’re going to realize that you know them through the filter of media and social media. You know them because the media talk about them.
For those of you who follow this podcast, you’ve often heard me mention Elon Musk’s name. I know it’s an extreme case, but it illustrates nicely how Elon Musk came to be known and succeeded in developing his reputation using public relations, not advertising the Tesla.
The same is true of every celebrity, but also for the business people in your community or in your country who you know because you’ve read articles about them in the media you consume.
So, if you choose to include PR in your marketing plan, the number-one reason should be:
- to enhance your reputation or introduce, first of all, your business or your new product.
Sure, PR will ultimately help to boost your sales, because consumers are more willing to purchase what they know or what they’ve discovered through the media and social media. But be careful not to get confused, because the role of PR is actually to “get you known.”
Advertising never plays that role. Advertising has many advantages, the main one being to generate sales.
Here’s what Wikipedia tells us:
Advertisingis a form of mass communications, the goal of which is to attract the attention of a target audience (consumer, user, voter, etc.) to persuade them to adopt a desired behaviour, such as purchasing a product, voting for a candidate, or conserving energy.
Public relations is an amazing tool for increasing a brand’s credibility, regardless of what industry you’re in. It gives consumers more confidence in your products.
Public relations adds to this long-term cumulative effect, which increases your online presence. By combining social media, press releases to journalists and organic collaborations with influencers, all our clients see their reputation grow, which does a lot for their future sales.
The top luxury brands like Chanel, Louis Vuitton and Gucci, along with the global brands like Nike, Adidas and New Balance continue to get themselves talked about, to maintain their reputation from one generation to the next. Yes, social media plays an important role here, but the media, which are also online, still play a critical role which lets them hold onto that precious reputation and their reach among their customers.
At NATA PR, we’re not anti-advertising—quite the opposite. We believe that combining PR, advertising and social media can produce amazing results.
So it’s up to you to take advantage of this, and include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com.
And most of all, don’t forget to add a comment if you think our podcast is helpful.
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