Dave Scelba - 01/31/2014
Most consumers today can recognize the difference between a paid advertisement and an editorial article. This can present a challenge when it comes to the believability factor and sometimes advertising can invoke a certain sense of skepticism. Stories, articles and blogs resulting from PR outreach that highlight the attributes of a product or service has greater credibility simply because they’re presented as news and being endorsed by a third party. The audience (reader or viewer) isn’t aware that a PR professional was probably hired to secure free media coverage on behalf of their client.
Writing styles for PR and advertising also differ significantly. Advertising copy writers utilize promotional language and immediate CTAs (calls to action) such as “Limited-Time Offer” or “Call Now … Don’t Wait.”. This type of writing would have no credibility in news stories, articles or third party blogs. To maintain authenticity, PR writers must write objectively and in a way that entertains, educates and engages an audience. A lot of advertising is one-directional meaning it’s designed to push products or services with the goal of creating a reaction such as a purchase without developing a conversation. Successful PR is always about establishing a relationship with the stakeholders/audience and creating an environment for a two-way communication. PR’s goal is ongoing education and engagement.
When promoting events, PR and advertising should always support each other. Media outreach should be used to inform the press of the event to secure advance coverage or on site attendance in combination with a targeted ad and direct mail campaign notifying existing customers and the general public alike.
I’m a true believe that when a budget permits, public relations and advertising should be seamlessly integrated to support each other’s efforts Advertise to spike an immediate response and integrate public relations as the continuous water drop treatment. This is a single focus marketing strategy and the perfect formula for achieving successful results.
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