Accent Promotions

Business owners have lots of choices when it comes to promoting their company. Sometimes there is confusion regarding the difference between advertising and public relations, and which tactic to use. Both can play important roles in the marketing plan by increasing awareness of products and services.

 

Advertising

For many companies, advertising is a large part of the marketing budget. Traditional print advertising involves analyzing the various publications that potential customers read, then deciding where to place the ad, when it will run, and what it will say. The space is then purchased, and the ad will appear exactly as supplied by the advertiser, on the specified dates. 

 

Other forms of advertising are broadcast media (radio and television), billboards, and online banners and ads.

 

If the budget will bear it, each ad may run in more than one publication and could appear many times. This frequency and consistency of message is helpful in creating brand awareness.  A strong call to action and a time-sensitive offer can be used to entice people to buy.

However, the cost of an advertising campaign may be significant, and some companies don’t have the resources to purchase space for numerous placements.

 

Public Relations

Public relations, (PR), is another way of promoting the company.  Instead of paid placements, PR involves submitting news to journalists at selected publications. The goal is to get editorial coverage about such things as new products and technologies, personnel achievements and new hires, company expansions, acquisitions, and mergers, etc.  A feature article about the company is very desirable, as is being quoted in a larger story about industry trends or topics in the news.

 

The purpose of PR is to generate a feeling of goodwill about the company among prospects, customers, investors, the community, bankers, etc., and create a positive image of the organization.  People are more likely to purchase products that they have read about, and are more likely to do business with a reputable company. PR can aid in sales efforts, as prospects may already know about the company from what they have read, and be more receptive to sales calls.

 

An effective public relations program aids in recruitment and retention, as people want to work for a company with a good reputation.  If there is a steady stream of news published about the company, it reminds people that the organization is vibrant, growing and successful. 

 

When a third party writes about a company’s products or services, there is an implied endorsement, which lends credibility.  Readers know that advertising is paid, and they sometimes skim over blocks of ads. But a reference to a company or product in an article by a reporter can portray the company as an industry leader, and the spokesperson may be seen as an expert in the field.  Many times an article about a company or its products, such as a case study, will get a greater response than an advertisement.

 

PR is not a paid placement, so the news can be submitted to multiple publications, thus extending the reach beyond where a company can afford to advertise.  However, there is less control of the content. Editors may choose to print only the first paragraph of the press release, or use just one of the many quotes that were supplied.  A good rapport with the editorial staff and being proactive regarding upcoming topics aids in getting items published. 

 

Timing is another variable for public relations. If the news is time sensitive, it may appear fairly soon after it is submitted.  But in the case of monthly publications, the news may not appear for three to six months.  If the item is fluff (not newsworthy), chances are that it will not run it at all.  A public relations professional can help design a program that will produce results.

 

Advertising & Public Relations Work Together

An integrated marketing program is a wise choice.  An advertising program may make sense for the company as a way to build the image and establish a brand.  A public relations program is a good complement to the ad campaign, as it assists in communicating the message, reinforces the brand and publicizes the company’s news.

Both advertising and public relations have a place in the overall marketing plan. Knowing the difference and the benefits of each is important to the success of the program.

To get started on your custom marketing plan designed to get results, call Accent Promotions at 410-275-2464, or send an e-mail to contact@accent-promotions.com.