Monday, July 20, 2009

The PR-Advertising gap

The world's best marketers clearly understand the value that Public Relations can add to their brand. More importantly they understand the limitations of PR and therefore are able to use it more effectively.

See Richard Branson talk about PR


Unfortunately, there are not that many well-grounded marketers who understand the subtler aspects and nuances of public relations. Usually most marketing professionals are off the mark by miles and they often overlap PR with the external manifestations of advertising.

But then, PR is not even of the same DNA as Advertising, let alone being look-alikes. Unlike advertising, PR has far more layers and factors impacting the outcomes. Speaking about the two in the same breath is as aberrant as is comparing mud with mud-pie.

Public relations requires subtle skills, advertising relishes blatant outbursts; PR purrs while advertising rumbles; PR builds trust and credibility, while advertising moves the audiences to action. To make the most of these tools it is essential that they are used in the right mix, and not confused the results that they can bring.