Post on 21-Jan-2015
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Advertising vs. PR vs. Marketing
PR is…» A managed process
» Mutually beneficial
» Relationships
» Various Publics
MediaEmployee
MemberCommunity
Government
InvestorConsumerInternational
Special Interest
This matters because……
PR is all about targeting messages to publics and establishing connections
Journalism PR
VERY different animals.
Both write, interview people have excellent grammar skills BUT…
&
Journalists
Objective observers Gather info to provide to greater public
Write for mass audiences Reach audiences through ONE channel
PR Professionals» Think strategically» Inform while changing attitudes or behavior
(facts still necessary!)
» Write for specific, special publics» Use a variety of communication channels
1. PR Professional interviews a CEO.
2. PR Professional writes a Press Release.
3. PR Professional sends the release to reporters and Journalists.
4. Journalists decide to run or not run the information.
5. Journalists may add, edit or delete pieces to fit a storyline.
6. Journalists may also trash the release.
7. PR Professional accomplishes goal, or revisits the goal to see if other tactics may work.
Example:
Red Bull: an Awesome Example of Integrated Marketing Communication
Advertising:
Public Relations:
Marketing:
>> IMC
Name given to all types of planned messages used to build a brand: (brand meaning how an audience perceives a company, service or product)
Parts of IMC
• Advertising• Personal Selling
• Sales Promotion
• Packaging
•Publicity•Events and Sponsorship•PR•Direct Marketing•Customer Services
An IMC plan of attack will use
creativity, synergy,
integration and
communication.
Benefits to IMC?
• -• Improved relationships with all audiences• Increases brand trust• Fosters internal communications and
coordination among all departments• Cost effective
Technology changes communication everyday.
Share & Engage
CreditsAndrea Genevieve Michnik
Intro to PR
St. Edwards University- Spring 2011
E-mail: andream@st.edwards.edu
@AndreaGenevieve
All photos protected under Flickr Creative Commons