Advertisements and Public Relations
Advertising and public relations are two different industries altogether.
Let us carefully examine the difference between advertisements and public
relations:
Organizations need to pay for every single advertisement aired on television/radio.
Organizations need to buy space/slots in various newspapers, TV Channels, radio
channels to advertise about their organization/product/service. Public relations experts
strive hard to gain publicity for their organization without spending much. Public
relations experts organize various events, functions, shows, give interviews to media
people in order to create awareness about their organization and its products and
services among stakeholders, investors, partners, and target audience. Organizations
even hire celebrities or famous personalities who are popular among the crowd to
enhance their reputation.
Organizations have to pay for every advertisement and thus have a control over
its content. The Creative team of every organization has a full control of what goes
into the advertisement. This however does not happen in case of public relations. As a
public relations expert, you might give an impressive interview highlighting the USPs
of your organization’s products and services, but it entirely depends on media people
whether they telecast the complete interview or not. They have no obligation towards
you and your organization.
Advertisements generally have a longer shelf life as compared to press release. A
magazine can’t publish your interview or article daily or three or four times in a row
whereas consumers can view advertisements several times in a day. They can recall a
product immediately when they see the advertisement. People can relate more with
the advertisements as compared to newsletters, press releases, video releases and so
on. Advertisements make a product as well as organization popular among the endusers.
Public relations experts need to be extremely creative and always on their toes. They
must master the art of putting thoughts into meaningful words which create desired
impact in the minds of potential customers. Public relations experts are the face of an
organization and it is really essential for them to be prepared to face several questions
from the media, stakeholders and end-users with a smile. Remember as a Public
relations expert you need to meet several people in a single day and you just can’t
complain. The exposure is more in case of public relations than in advertising.
Public relations is more cost effective as compared to advertisements.
Organizations need to shell out handsome money for a simple advertisement on
billboard or for an advertisement aired during prime slots. You have to pay
irrespective of whether your advertisement gets noticed or not. Public relations
methods are more cost effective as compared to advertising. Public relations
activities, if planned carefully go a long way in creating a buzz among potential
customers. Plan out an event where you have the chance of addressing a large
gathering. This way a public relations expert gets a better opportunity to directly
interact with the potential customers and promote his products/services. You reach to
a wider audience in much lesser costs in public relations as compared to a television
or radio advertisement. Smaller organizations thus largely depend on public relations
activities for maintaining and enhancing the reputation.
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