The Power of Publicity.
The Public Relations Society of America (PRSA) defines public relations as the management function that uses communications in a way that “helps an organization and its public adapt mutually to each other.” Publicity is a subcategory of public relations and is linked to newsworthy events or information. Marketing, on the other hand, is the function specifically involving the sale of a company’s products or services. Advertising falls under this “marketing” umbrella. It’s a paid form of communicating a message through the various media. In other words, the main difference between publicity and advertising is that advertising costs money and publicity doesn’t. And because you buy advertising, you have a lot more control. You know what your ad will look like, when it will appear and to some extent, its effectiveness due to the ability to implement measurement devices. Publicity, on the other hand, does not afford the same control. In fact, you can’t control it. You never know for certain when an article or interview will be used by the media, or in what context the information you provide will be used for that matter. And even when the cameras show up to your big event, you aren’t guaranteed air time since a bigger news story could take precedence. It can be quite frustrating. However, publicity can be much more powerful and more influential than advertising.
Studies conducted at the Harvard Business School estimate that a news item that refers to your product, company or service is ten times more valuable than an advertisement due to the credibility factor – that is, the implied credibility that comes from an endorsement from the press. Allow me to illustrate…
Let’s say you own a construction business and you’re quoted in the local paper in an article about how to insulate a home more efficiently. This article has more value than an advertisement because readers believe that if a reporter thinks you are a credible, knowledgeable resource, then you must really be an expert in your field. This implied editorial endorsement of publicity gives your business greater weight in the eyes of the consumer. Think about it for a moment. If you have decided to hire a design consultant, which will influence you more – an ad in the back of a trade magazine, or a bylined article in that same magazine written by a designer who talks about the same issues and concerns you have about your upcoming project?
Does that mean you should only publicize and forgo advertising? No. Not if you want to have the best results possible. The most effective communications plan incorporates both. Imagine reading the article mentioned above and then seeing an ad for the author’s business on the opposing page. The ad reinforces the image you have of this particular designer and voila, his/her information is readily accessible to you with the information you need to take the next steps and make contact. And that is what all businesses ultimately want potential customers to do: take that next step and make contact.
So now what? To make your advertising dollars work best for you, think about all of the ways you are incorporating public relations in your communications plan to position yourself and your business favorably in the minds of the consumer. Are you sharing your news with the public? Are you packaging your news in the most effective format? Are you delivering your news in a timely manner to the right people? Are you available and accessible for interviews? Remember, you don’t really have to be an expert in your field to provide the media timely, appropriate and interesting information. You merely need to know enough to answer the questions with credibility and utilize the proper channels and tools available to you to share your answers.
Angelina Salazar
The Designer Says:
Too true. Public relations is such an important thing for a company to consider, advertising alone is not enough.