As much as the average PR consultancy may dislike admitting it, public relations are a form of marketing, just like advertising. That should not be in doubt in an age when organisations are routinely choosing between advertising and PR as a means of increasing and enhancing their public profile. |
Both B2B PR and advertising have the basic objective of enabling an organisation or other entity to communicate with the wider world in a manner that portrays them at their most positive. However, if there is one reason alone why today's era is gradually becoming that of the PR professional rather than the traditional advertiser, it is the cynicism of a public long bombarded with easily-identifiable advertising messages.
It therefore pays to ensure that whatever medium through which your company's marketing message is communicated, the audience takes that message seriously - and PR has proven itself to be the best way of achieving this. PR does not embrace just one medium that today's savvy customers can easily decode, instead taking the form of much more subtle interventions into the local and national press, radio, television, trade publications and even the Internet.
PR is often wrongly seen as being merely about press releases. However, a leading PR consultancy like Vantage Public Relations is, today, just as proficient in the use of the current digital age's most essential tools, communicating the great news about your organisation in compelling, convincing and relevant ways across the most popular social networks like Facebook and Twitter.
Even where a more time-honoured PR approach is employed, a newspaper or magazine article is likely to be much more trusted by the average reader than advertising, particularly when it also involves a third party - such as a typical consumer or industry expert - commenting favourably about your company. Such PR messages are often not considered by readers to be PR messages at all, given the additional credibility lent to almost any content that does not come from your own organisation.
Editorial contributions also enjoy a much longer shelf life than advertising - not least when their messages continue to be perpetuated long after their original publication - and help to build relationships between your organisation and publishers that can be of even greater long-term promotional value. It all means there can be little doubt about the sheer durability of PR well into the 21st century.
With all of the above factors considered, why should you spend thousands of pounds on an advertising campaign for your own organisation, when you can achieve so much greater impact, for less, for longer when you work alongside a respected PR Consultancy like Vantage PR?
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