Misunderstandings Of Press Release & Advertising
The application of public relations and the use of advertising are sometimes misunderstood
, igniting a series of unanswered questions for companies needing to create awareness for themselves.
When do you use public relations? Why should you advertise? The best answer on both topics is it depends on what youre trying to accomplish. Use public relations and advertising & marketing together as well as separately when the situation calls for it.
Still confused? Below are some useful ideas to come out of your confusion.
Message Control:
Message control is central to every administration, and it would have been naive to expect much else. When, where, and how an advertisement runs is quite controllable. Ad space purchased in the right format i.e. broadcast, radio, print, online, sky writing, floating barge means one has inherent control over what messages are communicated.
A distinct difference between PR and advertising is their extent of message control. Conversely, while the process of creating messages through public relations is controllable, what occurs after the message has left the nest is often uncontrollable. The most common uncontrollable factor is whether the media view your information as newsworthy.
In advertising there is no question whether your information will be publicized if the check cleared, youre in. So you want to control the message from beginning to end to decide that advertising is the way to go. This is the right time to think about the current shelf life of an advertisement? What about implied endorsement? Costs? Etc
TV Advertisements & Press Release:
As the term suggests, a Press Release is a concise yet informative piece of news-making material that is written in journalistic style, and released primarily to the press.
Press releases have great reminder value and like ads, the more potential targets are exposed to them, the more they will recall the brand. Achieving brand recall is an important objective of advertising campaigns for long-term brand building and awareness, and press releases can play a major role in achieving both.
Until recently, TV advertisements have had a shorter shelf life than a press release archived on the Internet. For now these are probably still true, but watch out. New Web sites are coming online with nothing but commercial content that would make any ad executive smile. Corporations are also posting their commercials on corporate Web sites to extend the shelf life of their ad dollars. This is a massive step in the field of advertisement.
Obstacles to viewing archived commercials are many. The more common ones include,
*Slow Internet connections,
*Lack of installed software for viewing,
*No proper HTML description about the commercial for search engines to archive,
*Add inability to find a commercial online.
These are the lists of obstacles. These barriers are coming down quickly as technology and computer training improves.
Archived press releases and news articles still rank high in terms of Internet longevity. Search engines can locate information even in PDF format for some long after the hype of a press release has waned. The major obstacle here is a person without access to the Internet.
Implied Endorsement:
An implied endorsement is an advertisement that looks like the owner of the media newspaper, web site, etc is recommending the product or service instead of just accepting payment for an advertisement.
Consumers today are far more cynical than previous generations; with only a small percent saying they have a great deal of confidence in advertising messages. Anyone can buy visibility, however PR plays a critical role in sorting out the hype.
No matter how interesting an advertisement might be, it is recognized as a self-serving communication. The only implication here is that someone paid to have a message filtered directly to a consumer. There is no third-party endorsement, no filter before it reaches you.
Public relations afford the credibility of indirect third-party endorsements. This means you are not paying to get advertising placed, but a publication is freely giving space to a story about your company. An endorsement such as this is a powerful tool in shaping public opinion.
Costs Basis:
Cost denotes the amount of money that a company spends on the creation or production of goods or services. It does not include the mark-up for profit. Cost basis is used to determine your gain or loss for tax purposes should an investment be sold.
The cost basis is the purchase price of a mutual fund (or other asset) plus reinvested dividends and reinvested capital gains distributions. If an investment is sold and the market value exceeds the cost basis, then there is a realized capital gain. Conversely, if the cost basis exceeds the market value, then there is a realized capital loss.
Similarly advertising exposure is often proportional to the amount of money spent on the advertisement. Whether your ad sits on a billboard overlooking the highway or plays during prime time television, advertising will consume your budget faster than a well-positioned, well-written press release.
For larger companies with a sufficient budget, advertising along with public relations may be the right combination for success. Where else for small companies, public relations are the better method for direct and personal communication with a target audience.
by: Augustine.jo
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