PR in relation to advertising

PR in relation to advertising

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  PR IN RELATIONTO ADVERTISING
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  Introduction
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  Public Relations Public relations(PR) is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a non-profit organization) and the public. ■ The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them to maintain a positive or favourable view about the organization, its leadership, products, or political decisions ■ Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.This differentiates it from advertising as a form of marketing communications. ■ Public relations is the idea of creating coverage for clients for free, rather than marketing or advertising.An example of good public relations would be generating an article featuring a client, rather than paying for the client to be advertised next to the article.
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  Advertising ■ Advertising isdescribed as a paid, non-personal, one-way public communication that draws public communication towards a product, service, company, or any other thing through various communication channels, to inform, influence and instigates the target audience to respond in the manner as desired by the advertiser. ■ Advertising can be done through print ads, radio or television ads, billboards, flyers, commercials, internet banner ads, direct mails and so on.The advertiser has exclusive control over what, how and when the ad will be aired or published. Moreover, the ad will run as long as the advertiser’s budget allows. ■ As advertising is a prominent marketing tool, it is always present, no matter the people are aware of it or not. Nowadays, advertising has not left a single medium to spread the message to the target audience.
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  Relation b/w PR& Advertising
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  PR & Advertising Advertisingand Public Relations are the two important tools for promoting products and services offered by the company. ■ Advertising alludes to a form of communication, which a firm uses to instigate prospective customers to choose the product offered by the company, over other products. On the other hand, Public Relations is about building and maintaining good relations, with company’s stakeholders, by gaining favourable publicity, having a good reputation and so on. ■ The primary motive of any business is profit maximisation, and it can only be achieved by increasing sales.The firms apply many strategies, tactics, tools, plans to gain maximum customer attention and grab a competitive position in the market, that comes under promotion mix.There are 4 aspects of promotion, i.e. advertising, direct selling, sales promotion, and public relations. ■ Due to some similar traits, people have confusion in understanding the difference between advertising and public relation, but as per an old saying ‘advertising pays, public relation persuades’.
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  An illustration depictingrelation b/w Advertising and PR
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  Comparison Chart BASIS FOR COMPARISON ADVERTISINGPUBLIC RELATIONS Meaning A technique of drawing public attention to products or services, mainly through paid announcements, is called Advertising. Public Relations is a practice of strategic communication that aims at building mutually beneficial relationship between the company and the public. Focuses on Promotion of product or services, with an aim to induce the intended audience to buy. Maintaining a positive image of the company in the media. Control The company has full control over the ad. The company can pitch the story, but has no control over, how media uses or does not uses at all. Communication One way Two way Media Purchased Earned Credibility Less High
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  Control ■ Advertising: youhave control over the content of your advertisement including where and when it will be seen in the media. ■ PR: you have less control of your coverage in the media. Once you send a story idea to a journalist they have control over it. They can choose to change your story idea or not even publish it at all. However, your PR agency should offer you media training so you know how to control an interview and make the most of any media opportunities they create for you.
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  Communication ■ Advertising: Itis a monologue activity i.e. it is a one way communication channel wherein the public cannot give their feedback of any sort. ■ PR: Public relation is a two way communication process, wherein the company listens and responds to the public through feedbacks and surveys.
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  Media ■ Advertising: youpay for an advertisement to be placed in the media. ■ PR: your PR agency develops strategies for you to gain publicity in the media. PR professionals develop a range of tactics to gain positive media attention for your brand, which is very effective at increasing your target audience’s brand awareness.
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  Credibility ■ Advertising:Advertisements haveless credibility than the coverage gained by PR. When your target audience see’s an advertisement they know it has been bought by a company trying to sell them something. ■ PR: PR provides information and newsworthy stories to a journalist so they can write an article about your product or business, if they chose to. An article written by a journalist will be presented in an unbiased manner and contains the journalist’s third-party endorsement.This means your target audience may view the article with more credibility than an advertisement because it is not blatantly selling them something. PR can be a very powerful tool because it can help shape public opinion.
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  Similarities b/w PR& Advertising ■ The function of both advertising and publicity is the same. Both make a non-personal presentation of a product, service or idea to the masses. ■ The aim of both advertising and publicity is similar. Both aim at informing and educating the public about some products or services. ■ The masses, with whom a communication is made through advertising and publicity, are not interested in knowing whether the sponsor is identified or not in the communication, and whether it is paid for by the sponsor or not.That means, from the point of view of the public, both are same.
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  CONCLUSION Advertising and PublicRelations both use communication channels to inform and influence the general public. While advertising is a highly expensive marketing tool, because it can reach a large number of people at the same time. Public Relations is free of cost implied endorsement along with validation of the third party.
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  MadeBy: MadhavKhandelwal 36/BBA/JU/L/2015