PR Advertising – What’s the difference?

January 13th, 2009

Articles > PR – Advertising: What’s the difference?

PR is often confused with advertising by those unfamiliar with how PR works. Both are part of the marketing mix used to influence opinion and behaviour, but that’s where the similarity ends. Our attention may be caught by the flashy car ad – but it’s to the reviews we turn to find out what the car’s really like. Essentially, advertising lets you blow your own trumpet – PR gets others to do it for you.

Here’s a summary of the main differences between the two:

Advertising

100% controlled by the advertiser
guaranteed to appear in return for payment
regulated

PR

directed rather than controlled by the instigator
not paid-for – so no guarantees it will be published or broadcast
not regulated

How PR works

We tend to trust editorial much more than advertising – who wouldn’t? PR works by persuading others (usually journalists) that something’s worth writing about or suitable for broadcast on its own merit – and not in return for payment. This is why, when it comes to credibility, PR will trump advertising every time when it’s done well.

However, in comparison to the cast-iron guarantees that advertising offers, PR can be incredibly frustrating when things don’t go to plan. The interview with the CEO doesn’t appear because the editor chooses another story or runs out of space. Or they run the interview and misspell the company name. This is where persistence and building relationships with the media pays off, because it takes time to create understanding. It’s because of this that PR works best when undertaken over a period of time.

When to choose PR

A business that wants to increase its profile, has a new product or service to launch or simply wants to keep in front of its customers rather than leave it to the competition, should consider using PR. Journalists thrive on information and facts, so make sure you have plenty to give them. It’s no good hiring your PR specialist and then be reluctant to provide the information they need (it does happen!). Also be prepared to commit a realistic budget. It’s true that PR often costs considerably less than advertising, but it’s still an activity that requires commitment over a period of time if you are to reap the benefits.

When to choose Advertising

Advertising has its place – and a very powerful one at that. You not only get to control the content, but when and where your ad will appear too. If you have the budget, advertising will be guaranteed to run and sometimes that is what is needed.

It’s worth considering other forms of advertising too, such as sponsorship (which can be sometimes classed under PR activity) and advertorials. Advertorials are a half-way house between advertising and PR. I must admit I personally don’t like them, as they are often poorly done, expensive and can lack both credibility and impact.

PR + Advertising: the killer combination

Often businesses treat PR and advertising as totally separate activities, which misses an important trick. As I explained, they do work very differently, but when linked they can amplify the impact of each other. Three steps to consider:

brief both PR and advertising agencies as close together as you can
ensure close collaboration between your chosen agencies to build the creative link and encourage communication
create a schedule to ensure the PR appears as the advertising breaks

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PR Articles – Survive the downturn

January 12th, 2009

Articles > Survive the downturn: Why PR beats a duvet

In challenging times it’s tempting to do the business equivalent of hiding under the duvet. It may feel good in the short term to curl up and hope the bad stuff goes away, but it won’t get you very far on the road to recovery.

Recovery needs action, and that means reminding your customers who you are and what you do. Public Relations is the natural way to do this. It doesn’t need a big budget to do the basics, just a little creative thinking and consistent action.

What type of PR works in a downturn?

Some of the simplest PR activities will help keep your business in the limelight: speaking at conferences and seminars, or providing comment pieces to a key trade publication or online site. Don’t forget to adapt your message to suit the times, and make sure what you offer is tailored to meet your customers’ current needs.

PR can be at its most powerful when times are tough. It’s often not the situation, but the way your business handles it, that will be remembered. Take an example highlighted by Anthony Hilton, City commentator on London’s Evening Standard. Fund managers were asked by the media to comment on how stock market investors should behave at this difficult time. Most declined, preferring to keep a ‘low profile’.

Hilton argues that it is precisely at these times that businesses need to keep communicating with their customers. I agree. And it’s not just your customers you’ll be reaching. Whatever the final outcome, being prepared to talk when things are not going so well will also build credibility with another important audience – journalists.

Simple PR tools to use when the going gets tough:

Speaking opportunities at conferences and seminars – enhances ‘expert’ status and builds profile for your business.
Media debates and regular columns – well-constructed opinion pieces or comment on issues affecting your industry give you profile and will be appreciated by trade media editors looking for interesting content.
Case studies – showing real life examples of how your business works, transforms a sales pitch into something that tells a story.
Relevant news stories related to your business activities. Be careful to stick to genuine news only.

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Going Green – Oversold or PR gold?

January 8th, 2009

Articles > Going Green – Oversold or PR gold?

With an estimated 8 years left before we hit an irreversible rise in global temperatures, there’s no time to waste when it comes to taking action on climate change. The good news is that by doing your bit to help the planet you could also be helping your business.

A survey earlier this year of the UK’s most environmentally-friendly brands concluded that there was a strong correlation between businesses being more green and people wanting to buy more from them.

Even in this difficult economic climate, many people agree that action on the environment remains an urgent priority. Another report recently tracked the attitudes of 12,000 people around the world, just as the financial meltdown had begun. HSBC’s Climate Confidence Monitor found that 43% of those surveyed put climate change ahead of global economic stability when asked about their top concerns.

Avoiding the Greenwash Trap

Action on climate change makes sense, whatever way you look at it, but communicating your business’s greenness needs careful handling. It’s never been more important to avoid the sin of spin when it comes to promoting your eco-credentials. The growth in exaggerated and absurd claims by companies eager to cash in on the green stampede is a phenomenon that has got out of hand. Anyone in doubt should take a quick look at the great anti-greenwash video from MTV Switch that perfectly illustrates the point. The media are becoming more vigilant over spurious claims too. A regular column on Guardian Unlimited shines the spotlight on some of the worst offenders.

So how does a business avoid jumping on the green bandwagon and gain credible PR instead? Here are five tips to keep you on track:

Be realistic: Becoming a sustainable business is a process, which for most won’t be achieved overnight. It’s better to say ‘we’re getting there’ and mean it, than ‘we’ve arrived’ when you haven’t.
Find the news: It’s harder to get editorial coverage for green initiatives, as ‘green fatigue’ has already set in. You need to look for a genuine news angle – or piggyback on someone else’s. Sometimes there just may not be anything newsworthy to say.
Keep it credible: Becareful of using language that may not ring true. Find other ways of describing your successes. Manchester Airport’s claim to be carbon-neutral rang hollow when it was revealed that take-offs and landings had not been included in the calculations.
Tell your own story: Make sure you include on your website what progress is being made so customers can read about it first-hand. Just remember not to over-state the case.
Build trust: Easier said than done, but consistently doing exactly what you say you will helps build customer confidence in your green credentials.

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