PR & Advertising in Concert
By: Jayne Siemens

Business owners faced with marketing decisions inevitably want to know if advertising or public relations is the better vehicle for building revenue for their business. Many times there is confusion about what public relations (PR) and advertising can really do for their business. Each has a different function. The most successful campaigns are the product of a solid strategic campaign that incorporates both a public relations mechanism and an advertising initiative.

PR vs. Advertising
As mentioned, public relations and advertising have different functions. Public relations is a way to build credibility and awareness of your product or service through the media (i.e., newspaper and magazine articles, radio and TV announcements or guest appearances). Positive PR can also take the form of sponsorships or award programs that highlight your company’s success.

PR is a very powerful tool. When used correctly, it can give your target audience an in-depth look at what your company does, what you stand for and what your product or service is all about. It’s seen as a third-party endorsement.

An advertising campaign utilizes promotional space that you buy in print publications, billboards, radio or TV, the Internet and other outlets, including sponsorships. Advertising, too, is a powerful tool because it allows your company to develop a brand strategy that targets your particular audience and is able to convey, usually in a few words or a visual, what your product or service is. You are in total control.

Running PR and Advertising Simultaneously
When you combine the power of PR and advertising in a coordinated campaign, you can substantially increase the return on your investment. First, your brand message will be seen in your ads and in articles at the same time, therefore multiplying the total number of times your target audience sees information about your product or service. Second, because you’ve developed an overall, coordinated strategy, the brand messages in your press releases are the same as those in your ad campaign. They will reinforce one another. Finally, a coordinated campaign gives you repetition, and repetition equals awareness. The more your brand message is in the media; the more likely it will be that your target audience will remember who you are.

Make a Plan
Whether you work with a professional firm or plan your marketing strategy in-house, it’s imperative to identify your ultimate business goals and objectives. Another critical factor is identifying your target audience and what their buying habits are. Where do your prospects and clients get their information? Which cultural and civic functions do they attend? What perceptions or misconceptions about your business exist in the marketplace? It is possible to handle this market research on your own, but retaining a marketing research firm may be a more cost-effective route.

Finally, make the plan. A well-devised plan leads to the launch of a well-defined PR and advertising campaign that helps you meet your revenue goals. The plan doesn’t need to be complicated, but it does need to be comprehensive and targeted. Remember, the ultimate goal is to build awareness and credibility.

Jayne Siemens is president of Venice Communications, Inc., a full-service PR and marketing communications business. She can be reached at (913) 268-0606.