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Having trouble deciding between Advertising and PR? Here are some great tips that might help you make an educated decision!
0 Comments | Posted by jessica in PR
10 Differences Between Advertising and Public Relations –
From Apryl Duncan, former About.com Guide
If you’re searching for a career or trying to promote your company, you may have questions about advertising vs. public relations. These two industries are very different even though they’re commonly confused as being one and the same. The following ten properties just scratch the surface of the many differences between advertising and public relations.
1. Paid Space or Free Coverage
· Advertising:
The company pays for ad space. You know exactly when that ad will air or be published.
· Public Relations:
Your job is to get free publicity for the company. From news conferences to press releases, you’re focused on getting free media exposure for the company and its products/services.
2. Creative Control Vs. No Control
· Advertising:
Since you’re paying for the space, you have creative control on what goes into that ad.
· Public Relations:
You have no control over how the media presents your information, if they decide to use your info at all. They’re not obligated to cover your event or publish your press release just because you sent something to them.
3. Shelf Life
· Advertising:
Since you pay for the space, you can run your ads over and over for as long as your budget allows. An ad generally has a longer shelf life than one press release.
· Public Relations:
You only submit a press release about a new product once. You only submit a press release about a news conference once. The PR exposure you receive is only circulated once. An editor won’t publish your same press release three or four times in their magazine.
4. Wise Consumers
· Advertising:
Consumers know when they’re reading an advertisement they’re trying to be sold a product or service.
“The consumer understands that we have paid to present our selling message to him or her, and unfortunately, the consumer often views our selling message very guardedly,” Paul Flowers, president of Dallas-based Flowers & Partners, Inc., said. “After all, they know we are trying to sell them.”
· Public Relations:
When someone reads a third-party article written about your product or views coverage of your event on TV, they’re seeing something you didn’t pay for with ad dollars and view it differently than they do paid advertising. “Where we can generate some sort of third-party ‘endorsement’ by independent media sources, we can create great credibility for our clients’ products or services,” Flowers said.
5. Creativity or a Nose for News
· Advertising:
In advertising, you get to exercise your creativity in creating new ad campaigns and materials.
· Public Relations:
In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity, to an extent, in the way you search for new news to release to the media.
6. In-House or Out on the Town
· Advertising:
If you’re working at an ad agency, your main contacts are your co-workers and the agency’s clients. If you buy and plan ad space on behalf of the client like Media Director Barry Lowenthal does, then you’ll also interact with media sales people.
· Public Relations:
You interact with the media and develop a relationship with them. Your contact is not limited to in-house communications. You’re in constant touch with your contacts at the print publications and broadcast media.
7. Target Audience or Hooked Editor
· Advertising:
You’re looking for your target audience and advertising accordingly. You wouldn’t advertise a women’s TV network in a male-oriented sports magazine.
· Public Relations:
You must have an angle and hook editors to get them to use info for an article, to run a press release or to cover your event.
8. Limited or Unlimited Contact
· Advertising:
Some industry pros such as Account Executive Trey Sullivan have contact with the clients. Others like copywriters or graphic designers in the agency may not meet with the client at all.
· Public Relations:
In public relations, you are very visible to the media. PR pros aren’t always called on for the good news. If there was an accident at your company, you may have to give a statement or on-camera interview to journalists. You may represent your company as a spokesperson at an event. Or you may work within community relations to show your company is actively involved in good work and is committed to the city and its citizens.
9. Special Events
· Advertising:
If your company sponsors an event, you wouldn’t want to take out an ad giving yourself a pat on the back for being such a great company. This is where your PR department steps in.
· Public Relations:
If you’re sponsoring an event, you can send out a press release and the media might pick it up. They may publish the information or cover the event.
10. Writing Style
· Advertising:
Buy this product! Act now! Call today! These are all things you can say in an advertisement. You want to use those buzz words to motivate people to buy your product.
· Public Relations:
You’re strictly writing in a no-nonsense news format. Any blatant commercial messages in your communications are disregarded by the media.
NEW YEAR BRINGS NEW CHANGES IN PR WORLD
It is with great pleasure to announce seasoned media veteran Valery Lodato as the new President of Orca Communications Unlimited, LLC. A former Television News Executive, Lodato spent more than a decade in television newsrooms from Florida to Phoenix to Washington DC. She also served as a Deputy Managing Editor at USA TODAY’s television arm, which brought the popular newspaper’s enterprising stories and trusted reporters and editors to TV screens all over the USA.
Lodato chose to leave television several years ago, shortly after starting a family. “I love the excitement of a newsroom. I have always been a news junkie, but spreading the word about interesting innovations and companies on the move and helping businesses grow and profit is far more rewarding than covering murders and fires,” says Lodato.
With new leadership, you can also expect big changes ahead, including an expanded menu of services and offering more customized campaigns than ever. The Orca PR team is looking forward to generating buzz for companies large and small on each and every media platform! After a tough year economically, many businesses need help rebuilding in 2010. Orca is rising to the occasion and offering budget-friendly options to help.
The Public Relations team at Orca Communications is made up of savvy media ‘insiders.’ Director of PR, Catherine Arthur was plucked right out of a TV newsroom several years ago. Her job was booking interesting guests and producing segments for a popular morning TV show. Arthur has also worked in radio news. Just like Orca’s top managers, many of the publicists also have journalism backgrounds, which proves to be a key advantage to finding the ‘hook’ or ‘story’ when promoting a product or service to the media. Orca whales are known for their sensational communication skills, and so is the pod at Orca Communications!
Recently we came across a timely article for business owners - large or small - who are utilizing social media to build and market their business. Touted as a cost-effective way to create brand awareness and connect with others in the Twittersphere, the following article offers unique, must-read tips of the trade!
75 Top Twitter Tips from Today’s Small Business Moms
Although traditional press releases are still important to several media outlets, the power of one clear, concise pitch can grab a writer’s attention and they will run with a story idea!
Take for example our recent client Card Cubby®. We wrote one pitch and targeted one specific group of editors and the interest was over the top for our Nooz Crooze campaign. Fashion and accessory editors from major outlets like O! Magazine, Woman’s World, Pregnancy & Newborn were in awe at this simple, posh product.
By including key verbage and words like a ‘beauty bargain’ and ‘great stocking stuffer for under $20’, we knew this is what the media was looking for this frugal holiday season.
Powerful pitches come from Orca’s savvy staff of publicists who keep current on trends and what is hot in the media’s eyes right NOW.
For moms-to-be, gearing up for baby can be quite a task! Orca’s own Tana Siebold-Johnson and new mommy herself simplifies things for viewers on Daytime, a nationally syndicated TV program, on October 22 - showcasing 6 of Orca’s clients on air for an incredible “must-have” segment that lasted over 4 minutes! From smart to sassy to the simply darling, the segment included the following fabulous clients:
Made from super-soft, allergy-safe New Zealand merino, Baby Sleep Bags will keep your bundle of joy safe and cozy while sleeping. Merino regulates body temperature so baby won’t overheat or wake up chilly at night, and the sleep sack reduces certain risk factors associated with SIDS. (www.babysleepbags.com)
Lock your stroller with style! The Buggyguard stainless steel retractable lock with resettable combination will secure your stroller as you go about your day, worry-free. Fits all stroller models - no tools required! (www.buggyguard.com)
Adorable hats, headbands, hair clips, and pacifier clips from Clips4ACure, perfect for your darling little girl! While the little ones will love the cute colorful hair pieces, moms will feel good about purchasing these affordable goodies as Clips4aCure donates 20% to the American Cancer Society. (www.clips4ACure.com)
Rocker- inspired and created by a dad, Rebel Ink Baby offers rebellious tees and snap-suits are guaranteed to make you smile and offend someone, all at the same time! (www.rebelinkbaby.com)
Modern and chic, Invitationbox.com is your one-stop-shop for baby announcements, customizable party invitations, stationery, holiday greeting cards, digital holiday photo cards, stuffed animals and more! (www.invitationbox.com)
Custom-made and beautifully illustrated, My Heritage Book celebrates a child’s heritage through fun and educational topics. Makes a fantastic keepsake book, personalized for your child. (www.myheritagebook.com)
There’s a new website that helps kids get the cool new gear they want, without putting a dent in mom’s budget. Kidzola.com is an online classifieds site that helps you buy and sell everything for children. The site has been described as the best of eBay, Craigslist, and consignment shops all rolled into a one-stop shop created just for kids!
Kidzola.com is a smart, savvy and timely idea- all the makings for a successful PR client! Orca has had the pleasure of representing Kidzola for two consecutive campaigns and the media is buzzing about this new go-to resource!Kidzolahas been featured nationally on Better TV, Cookie.com, Parent Dish Magazine, and ImNotObsessed.com. Several local outlets have also featured the site including The Denver Post, Boston Herald, ABC and CBS in Philadelphia, St. Louis Post-Dispatch, and ABC in Columbus, Ohio.
Families across the country love this service- it’s easy, free, and fun. Founders Heather Straka and Lisa Szymczyk have created a way for families to help each other save money during this down economy. Their innovative idea didn’t stop there. Kidzola also offers a unique business opportunity. If sellers don’t have time to take photos of their merchandise and post them online, a Kidzola.com consultant will do the work for them. They will pick up the items, take pictures, post them, complete the sale and write a check to the seller for 60 percent of the profits. When it’s all finished, they keep a 35 percent commission. It’s the ultimate side-gig to earn extra money. Consultants are popping up everywhere- as are the loyal fans of Kidzola!
So what exactly is a Frecklebox? It’s the latest buzz and result of pure ‘dadpreneur’ genius! Santa Clara, California dads Mark Sarpa and Scott Feldman are fathers of five collectively and creators of the must-have, customized literacy promoting products. This dynamic duo stays current on the latest trends and what today’s parents, children and educators are looking for!
The company’s first product, the “My Name is” book, is the top seller. Thanks to innovative image personalization technology, this popular book has also become a valuable keepsake. In this picturesque story, nature pens your child’s name on every page: in leaves, snow, clouds, flowers, even ladybugs, the list goes on and on.
“Our mission is to educate and entertain,” says Scott Feldman. “We feel kids are much more engaged and excited about reading and learning when the story is all about them.”
Since then, parents and kids can’t get enough of Frecklebox. Since its launch in April 2008, this savvy line has expanded to include custom activity books, story books, placemats, folders, notebooks, journals, stickers and the newest, hottest selling item - personalized lunch boxes with chalk board insert for fun notes from mom and dad. From toddlers to tweens, there are dozens of options to choose from that all have one thing in common - a priceless reaction to the customized gift.
“There’s nothing more rewarding than a customer telling me…”My daughter learned to spell her name in one day.” Or “My Name Is… is the only book my son wants to read”, states Feldman. “We wish we could post all the wonderful comments about our products to the customer testimonials page, but there’s just too many to keep up,” he adds.
Even NBC Today Show host Hoda Kotb was happily surprised when she discovered her unique name on the pages of her princess book live on the air.
“Oh my gosh, your name is actually on every page!” Kotb said during an August 31 segment. “Princess Hoda lives in a castle. It’s cute!”
The newest addition to the Frecklebox family is a soon-to-be-released adoption book parents can personalize for the special, chosen member of their family. Also, a spelling bee book for enhancing the learning letter process in a fun and unique way! For Mark and Scott, the Frecklebox frenzy has just begun.
“Frecklebox is constantly striving to come up with new products that will educate and entertain. We’re very excited about the future and looking at more ways to make our products available to everyone,” Feldman declares.
For those curious about the origins of the name, the catchy phrase was decided through a fun office contest (Jeff, the pre-press manager won) and the rest is history!
Radio is a great way to get the word out about your product, story, business etc… You have an attentive audience that is tuning into their favorite station and host for a reason. With that being said, don’t try to sell anything during your interview. I will say it again, don’t try to sell anything. Be yourself, come off personable, connect with the host and have fun. The audience knows that you have a product or service that you are trying to generate business for, so why waste valuable air time discussing this point? Here are a couple easy steps to having the best radio interview you have ever had.
Is the interview going to be live or taped? Is it going to be done via the phone or in-studio? While the majority of them are done via land line phone, don’t assume anything. Is the producer or host calling you, or are you calling into the studio? Are you in the same time zone as the show? If not, you need to make a note of the interview time based on where you are. Nothing is more frustrating for a show; especially if the interview is live, than to have a no-show for an interview. The host will find a way to cover, but they will not be happy, and it is hard to say if they will allow you to re-schedule the interview. Things in life do come up and sometimes interview dates and times have to be changed. Make sure that you have a good working number and a backup number to the studio incase something does come up. The length of an interview will vary from show to show, so don’t judge the quality of interview based on the length and make sure that you set aside enough time in your schedule.
Prior to the interview, do a little research about the show, the hosts and their normal interview style. Is it going to be a lighthearted morning show, a hard hitting business interview, etc… know who your audience is and craft your message for them. Next write down your key message points, on paper or index cards, this way if you get lost or a little nervous you have the information in front of you. During the interview keep in mind that you are the expert! They booked you for the interview and they think their listeners will want to hear what you have to say, so put all your doubts aside. Use the host’s names throughout the interview, and compliment them when a good question is asked, this will help build rapport with the audience. When referring to your product or service, focus on key points that the listener will be interested in hearing about, such as ways this will help them save money, save time, make life easier etc… avoid data dumping lots of information and statistics.
Make sure that you provide the audience with a website where they can get some additional information. If the host specifically asks how much you charge, answer straight forward and honestly, however, if they don’t bring it up I would recommend that you don’t either. If you start talking about money then it shifts the mind of the listener into you trying to sell them something. The listeners that are interested will be more than happy to visit your site and find additional information. With that being said, make sure that information and fees on your website are easily accessible. Nothing is more annoying than being interested in a company, taking time out of my busy day to visit their website and not being able to find how much they charge.
Lastly, keep an eye on the clock throughout the interview and know how much time you have left. It can be very frustrating when you run out of time and you were unable to share important and interesting information that you were saving for the end. When the interview has come to a conclusion, thank the host for having you on, take a deep breath and do your victory dance.
Interview Tip Sheet
Important information you need to know about the interview:
• Is the interview live or taped?
• Is the interview in-studio or via phone?
• Length of the interview
• Time zone of the show/interview
• Type of show
Important things for the interview:
• Write down your key discussion points
• Remember you are the expert
• Address the hosts by name
• Compliment them on good questions, “That is a great question”
• Don’t try to sell anything, keep the interview fun and informative
• Keep an eye on the clock and know how much time you have
• Don’t forget to give out your website
If you were asked to fly to New York for a news segment tomorrow, could you go? If your sales sky rocketed today, do you have the inventory to support it? Ok, now let’s get back down to Earth. While we have seen those scenarios happen with our clients, the majority of companies that participate in PR have a steady gradual climb that increases their brand awareness in the minds of consumers.
So how do you know if you are really ready for a campaign? Here are some general rules of thumb that you should review before you embark on this exciting and worthwhile adventure.
When it comes to starting a PR campaign, we recommend that you ask yourself a couple of questions.
- Is the product that your company wishes to get media coverage for on the market and available for purchase?
- Do you have a functioning website where consumers can read about your product and make a purchase?
- Please note while Social Media sites such as Facebook are great, we recommend that you have a physical company website that acts as a home base
3. Do you have high quality professional images available to send to your Publicist and the media?
· While you can get away with photos you have taken, professional photographs go a long way.
If the answer to all of the above questions is yes, then a PR campaign may be just what the Doctor ordered to catapult your company into the spotlight. There are a couple more pain-free things that you will need to have ready before the glorious launch date of your campaign. By having these items taken care of early, you make it easier for your publicity team to focus on getting you media coverage.
We recommend that you have the following ready to go prior to the start of a Public Relations campaign.
- Press Kit: This can be as simple as a company brochure, some additional information about your product and a business card
- Samples ready to ship. Discuss this with your Publicist because the number needed will vary on the scope and length of the campaign
- Personal bio for anyone in the company that will be a point of contact for the media
- Headshot for anyone in the company that will be a point of contact for the media
Public Relations is a powerful way to get your message in front of consumers and grow your brand awareness. You never know where a television news segment, a feature article in a newspaper, or even a write-up in an online publication will take your business. We wish you much success, and if you see us at your next trade show…say hello.
Too often, small businesses spend all their money on manufacturing, only to find their product sitting on a shelf, gathering dust because there is no way to take it to its intended market. Or, they create an amazing website, but no one knows it’s there!
Public Relations, more than any other form of marketing (such as advertising, direct mail, etc) is critical to the success of small business in identifying and reaching the marketplace. There are five important reasons for this.
1-All PR campaigns require a spin or a “story” and to develop that story or message requires creative focus on the mission or goals of the Company. At one popular national newspaper, the mantra is “why now, who cares?!”
If your PR firm can address those two key questions in their media outreach, you’ve struck PR gold! That said, look for a firm that employs some former media types - newspaper, TV, or magazine. They generally have a better sense for the lingo inside newsrooms.
2-Public relations takes advantage of what is called the, “Implied Endorsement” of the media. Right or wrong, true or false, the public believes that the media is impartial and objective. When a journalist says that such and such product or service is the greatest thing since modern medicine, people believe just that. When people read an ad or watch or listen to a commercial, they question the statements made because it is the message the Company wants them to believe.
3-Public Relations starts and fans the flames of the word-of -mouth process, which is also very powerful. How often do we hear, “Did you see that story on TV last night about so and so?” Or, “I just read about that in the newspaper!” Public Relations and word-of- mouth work hand-in-glove to get the word out usually much more quickly than if PR were not involved.
4-The power of public relations can “fast forward” the small business’ goals, thus saving the small business money it would spend while waiting for business to come to them. PR primes the pump and gets cash flowing in (instead of just out), much faster.
5-Bang for your buck: the same amount spent on a one time ad or commercial in one publication or television/radio station is multiplied by hundreds if not thousands when spent on PR. For the same price - likely less, PR if done correctly, hits many, MANY more outlets thus letting hundreds of thousands know instead of just the audience of one particular publication on any given day or month.
