Why Public Relations is a Better Option than Advertising in 2017
Geeta Singh | July 18, 2017 | Public Relations
To promote a new start-up company, people usually go for the straight up advertisement way or the PR way. These two industries are very different even though they’re commonly confused as being the same.
Public Relations (PR) is the practice of developing communication between marketers and the target audience using all types of media vehicles such as print, Television and the internet. Public Relations (PR) for an organization or individual is nothing but gaining exposure that influences the audiences in creating a positive image just like advertising but in an altogether different manner and style.
PR is not advertising; it is a separate branch of marketing which is developed exclusively for image management, brand building, media interaction, media relations, market outreach, event coverage and crisis management. A company that hires an advertising agency with the motive of getting a place in the newspaper, magazine or Television pays a huge amount for the media for purchasing the space or time slot. Whereas PR is a non-paid form of marketing and promotion and a PR agency develops strategies for the client to gain coverage endorsed by the end of a journalist in a subtle manner. PR professionals develop a range of tactics to gain positive media attention for a brand, which helps to aware your target audiences about your company and brand and marketer (You).
In present times, public relations is playing a very vital role in the branding and promotion of the companies that hire a PR agency for promoting their brand and services and uplifting their market image. But, Advertising and PR are similar in the way that both convey a message to their clients and target audience. However, they convey that message differently in using different strategies and tactics.
Being a smart business leader, you need to understand the difference between advertising and PR to determine which approach is more effective and budget friendly for your business. Since in Advertising you’re paying for space, you have creative control over what goes into that ad. But in Public Relation You have no control over how the media presents your information if they decide to use your info at all. They’re not obligated to cover your event or publish your press release just because you sent something to them. Advertising also has a longer shelf life than PR. However, PR professionals help you to communicate your message with your target audience in a variety of channels – traditional as well as unconventional social media channels. The key to enhancing your reach is to place your message in the channels that your clients or potential customers enjoy using.
When you are alone, you may achieve good or bad relations. However, by using PR effectively, you can build strong relationships and maintain a sound reputation at all times and in all circumstances. Whether your customers, suppliers, employees and stakeholders buy your services or not, in fact, it depends on your reputation and market image. Public relations differentiates you from your competitors and gives you an edge over them.