Would you or I or anyone for that matter, ever give a second or pay any attention to an advertisement of a brand we've never heard of? Would we ever believe such a message? Is there any believability in such an advertising message?
Would you ever entertain someone whom you didn’t know, who called you up and told you that they would like to make an appointment to show you and in turn try to sell you a product you’d never heard about nor ever heard the company name, or would you simply hang up on the person?
On the other hand, if the caller on the line was some one working for Gucci and was inviting you to a pre-collection launch cocktail party as you are a preferred customer, wouldn’t you be tempted to go, after all Gucci is a name everyone knows and has a credible name and reputation in your head.
Public relations and in turn publicity of a product or service provides the credentials that lead to the creation of credibility required for advertising. Only once an unknown or new brand acquires some credentials will you bother to even notice the advertising.
Gone are the days when advertising builds the brands. This is the era of public relations. Advertising can not longer start the fire; only fan it once public relations have gotten the fire going. Only third-party endorsements can accomplish the validity required in order to get something going from nothing.
Public relations today has become too much of an integral part of most organizations for it to take a backseat to advertising any longer. The time to be bashful is over. Now is not the time to be the reluctant bride but a unique opportunity for Public relations professional to seize the marketing reins of their clients, and grow to be the primary source of external counsel and the dynamic force behind building a brand.
One can draw a similarity between war and marketing. There is no difference between military generals who fight today’s war with yesterday’s weapons and marketing advocates who use yesterday’s tools of advertising to fight today’s marketing war, instead of today’s tool of public relations. Yesterday the time called for amours, today is the time for electronic warefare. Likewise yesterday’s marketing success was advertising and today it is from public relations.
As public relations comes to the forefront of a good number of new-product launches, clients no longer have the same blind faith used to in their advertising agencies. In the future, we can anticipate a volatile growth in the public relations industry, leading to new respect for the public relations profession, both within and outside the organization.
The cries of distress from the advertising industry can be foreseen. It is not just business, money that they will be losing, but the advertising industry will be suffering an even greater loss, the loss of the traditional role as marketing partners, after all in during the golden age of advertising, marketing meant advertising.
And the future is now. The era of advertising domination has come to an end and marketing has entered into a new era, the era of public relations.
Would you ever entertain someone whom you didn’t know, who called you up and told you that they would like to make an appointment to show you and in turn try to sell you a product you’d never heard about nor ever heard the company name, or would you simply hang up on the person?
On the other hand, if the caller on the line was some one working for Gucci and was inviting you to a pre-collection launch cocktail party as you are a preferred customer, wouldn’t you be tempted to go, after all Gucci is a name everyone knows and has a credible name and reputation in your head.Public relations and in turn publicity of a product or service provides the credentials that lead to the creation of credibility required for advertising. Only once an unknown or new brand acquires some credentials will you bother to even notice the advertising.
Gone are the days when advertising builds the brands. This is the era of public relations. Advertising can not longer start the fire; only fan it once public relations have gotten the fire going. Only third-party endorsements can accomplish the validity required in order to get something going from nothing.
Public relations today has become too much of an integral part of most organizations for it to take a backseat to advertising any longer. The time to be bashful is over. Now is not the time to be the reluctant bride but a unique opportunity for Public relations professional to seize the marketing reins of their clients, and grow to be the primary source of external counsel and the dynamic force behind building a brand.
One can draw a similarity between war and marketing. There is no difference between military generals who fight today’s war with yesterday’s weapons and marketing advocates who use yesterday’s tools of advertising to fight today’s marketing war, instead of today’s tool of public relations. Yesterday the time called for amours, today is the time for electronic warefare. Likewise yesterday’s marketing success was advertising and today it is from public relations.
As public relations comes to the forefront of a good number of new-product launches, clients no longer have the same blind faith used to in their advertising agencies. In the future, we can anticipate a volatile growth in the public relations industry, leading to new respect for the public relations profession, both within and outside the organization.
The cries of distress from the advertising industry can be foreseen. It is not just business, money that they will be losing, but the advertising industry will be suffering an even greater loss, the loss of the traditional role as marketing partners, after all in during the golden age of advertising, marketing meant advertising.
And the future is now. The era of advertising domination has come to an end and marketing has entered into a new era, the era of public relations.
6 comments:
Although you are right about the 'hype' PR creates about a brand or product you have to agree that advertising is what gives the product a voice to communicate to so many pore people through so many more avenues. There has to be a reason why so many millions of dollars/pounds/rupees etc. are spend yearly on advertising ?
I do believe that everything (whether an event, product etc)begins with PR then ends up being advertised! With my own experience, the university I work for does spend a lot of money on advertising. Simply because it works and because the adverts have a target market. It depends on what you're trying to sell/promote - that will determine whether advertising or PR is best suited for your campaign.
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The reason why these days everything begins with PR and then ends up being advertised is because once the brand has been established by PR. PR builds the credibility and knowledge of the brand among consumers, once that is done then if a company uses advertisements, the advertising will be beneficial to the company. But advertising is losing its importance as the key marketing method. No longer are companies shelling out those millions of extra dollars for advertising when they can achieve the same effect for free via PR. Given that millions are still being spent on advertising but those million have considerable reduced since the rise of PR.
Hmm, not sure I agree about the end of advertising. Without advertising, the cosmetics and fashion industry would be DEAD! Also, I disagree about the fact that "Only third-party endorsements can accomplish the validity required in order to get something going from nothing." Do you mean that the vast majority of buyers and consumers out there will only get a product if they associate a known face to it? Whatever happaned to associate a value, an emotion or a memory to advertising. Some of the best adverts in the industry today are the most simple ones without the frills. PR does play an important role but PR, Marketing and Advertising will always merge, work separately and then merge again. 'Their importance or dominance depends on the nature of the product/service/individual. This is my opinion anyway! ;0)
Your previous blog mentions about the death of advertising... It's funny how I came across this hoarding in London the other day which showed a fish hook splitting a human mouth!! Obviously, I didn't notice the brand name, the image was repulsive enough... What were the advertisers thinking, really!!
I have always maintained that there is a very fine line of difference between Advertising, PR, Marketing and Branding... and I really liked the way you have differentiated all three, making them all sound so unique and interdependant. The analogy simply did the trick. Good job.
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