Public relations has always played its part in the marketing mix, even if it was added to plans late and rarely recognized like other disciplines. But the emergence of skippable, blockable, opt-out-able advertising, not to mention ever-more integrated campaigns, means PR can suddenly demand more than a supporting role—and maybe even take center stage.
Advertising may still be dominant, but PR is rising. “We are now spending more on PR, Because it does not only make sure your brand is one step ahead but it also looks at the needs of customers and as well as their frustrations which are later resolved and turned into a stepping stone to better service.
Clients increasingly understand that marketing is multichannel, and that the digital and experiential spaces lend themselves to magnification by PR, said Harris Diamond, McCann Worldgroup chairman-CEO. “If you have the idea at the center, all platforms are necessary to amplify that idea above and beyond paid media,” he said. “More and more CMOs are recognizing the power and importance of PR, and I’m seeing more practitioners in the field being involved in integrated campaigns and that’s dramatically accelerated PR’s pace.”
More important, Mr. Diamond said, the “idea can come from anywhere.”
PR has always been a weapon to battle bigger-spending rivals, the discipline is becoming increasingly vital. The growing importance of PR is not only a development for any company but a , “macro-category trend” because of highly curious consumers and the increasing need to reach them with brand information.
Rising fortunes for PR, however, don’t always mean agencies in other disciplines understand how to work with their PR partners.
It’s “not really traditionally understood by many,” Some people still confuse PR with marketing, even though these two go hand in hand but they are very diffent from each other. Marketing is the overall process of communicating and delivering products to a target audience through the marketing mix of product, price, place and promotion. Promotion is a combination of communication activities that include advertising and public relations. Deciding on what resources to apply to each of these promotion areas is a result of other factors identified in an overall marketing plan.
Advertising is a means of communication to a target audience using mostly paid media such as television, radio, the Internet and print publications. Successful advertising programs include themes that communicate company mission, branding and services as well as specific product information. The media for advertising are chosen based on what market research has identified as the most successful way of reaching a target audience and the financial resources that can be applied to advertising based on the marketing budget.
Public relations is a communication method used by businesses to convey a positive image to a target audience and the general public. Public relations methods can include press releases, community involvement and speaking at public forums on issues important to a target audience. Small companies with small advertising budgets can use public relations as an inexpensive medium to establish the company name and communicate a brand image. Successful public relations programs highlight company accomplishments and positive contributions to community.
Its without the question that these two combined together equals to a company with good image and reputation.