PR vs Advertising

PR vs Advertising

PR vs Advertising

Advertising has had its heyday. And not surprisingly so. Anything which can be paid for does not have the ring of truth attached to it, even if it is indeed telling the truth. Moreover everybody can pay and advertise. So how does a product or service stand out? One way is to do personal and niche advertising through the new media of internet and mobile telephones. But pretty soon even these will suffer from the same disadvantages.

The best way to get your product noticed is to get it endorsed by media and other influencers without paying for it. Or have people recommend it of their own. This is where PR or Public Relations comes in. It is the art of leveraging opinions, points of view, and approaches to a product or service's perceived values or benefits. It's akin to winning general elections, where all political parties leverage opinions, and agendas. But the one party or combination of parties who get the messaging right win and form a government. Mere spending power, nor tom toming of achievements does not guarantee success; it is the actual perception of the electorate that matters.

Companies and indeed political parties have realised it, and that is why the PR industry is on an ascendant, as opposed to advertising which appears to be at a crossroads in this information, and increasingly individual driven market-place. Of course the budgets devoted to advertising are colossal, but they seem to be delivering at a diminishing rate of return. PR on the other hand demands comparatively miniscule investments, but a whole lot of understanding, strategizing ability, and exceptional communication skills.

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