“Ads are the cave art of the twentieth century.” -Marshall McLuhan, author

How many times have you looked at an ad in a magazine or on a billboard and been skeptical of the product’s claims or reliability? Most consumers ignore ads or are wary of them. Great products fail to sell simply because there was no excitement built-up or market education, so expensive ads end up being a waste of money.

Public Relations (PR) is a more subtle, disciplined approach with the aim of influencing public opinion and behavior. When you read an actual article about a product or service, or see it covered on TV news, you’re inclined to think that it’s trustworthy. Imagine the world of PR as a pyramid:

 

SALES!!
Brand Awareness
& Name Recognition
Marketing  –  Advertising  –  Media
Public Relations Public Relations Public Relations

 

Of course, pyramids are built from the BOTTOM up! Research shows that it takes 4 to 6 impressions of a product or service before most consumers are compelled to buy non-essential items. A sustained media presence in the press will achieve this. PR brings credibility and understanding of the product, so future advertising can succeed.

Paid Space vs. “Free” Coverage

• Ads are extremely expensive and usually not effective unless you spend tens of millions. Consumers are wary of advertising and trained to ignore it.
• Editorial coverage is free and more importantly, is a credible endorsement! Credibility built this way makes PR the top choice for Companies that can’t afford million-dollar ad campaigns.

Total Control vs. Flexibility

• Advertising makes you the boss, as long as you’ve got the cash.
• PR puts the media in charge of deciding size, length, word choice, format and which photos, if any, are used. You have no layout control, but get the full attention of consumers who trust the articles they read in their favorite publications.

PR offers flexibility, credibility and a way to manage your company’s growth cost effectively; that’s tough to get from an advertising campaign alone. For small business with limited budgets, Three Girls recommends building your credibility and public awareness first through PR, which will help ensure the success of your future advertising!

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