Post on 02-Jul-2015
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transcript
Advertising or PR?
Once it was easy to tell the difference.
TV commercialsPrint ads
Outdoor ads
Press conferencesAnnual reports
Speeches
Advertising Public Relations
Purpose
Media
Content
Control
People
Advertising Public Relations
Purpose
Media
Content
Control
People
Brand awareness/sales
Paid
Ads, commercials
Agency, marketer
Writers, art directors
Advertising Public Relations
Purpose
Media
Content
Control
People
Brand awareness/sales
Paid
Ads, commercials
Agency, marketer
Writers, art directors
Reputation/Trust
Earned
Releases, pitches, WoM
Media opinion leaders
Writers, media hounds
Wieden and Kennedy for P&G
Wieden and Kennedy for P&G
Ad agency, Wieden & Kennedy, creates an emotional commercial to convey P&G’s appreciation and celebration Moms. They buy time on the Olympics when millions are tuned in.
Wieden & Kennedy’s birds nest conference room.
The PR agency, Fleishman Hillard takes a different approach.
They create an “event” that earns attention.
Flei
shm
an H
illar
d fo
r P&
G
The celebration of the world’s greatest athletes often ends with the closing ceremony of each Olympics. But P&G was determined that the global spotlight at the 2012 Summer Olympics in London wouldn’t dim until after the Paralympics closed a month later in September. How to keep the momentum going? Bring in a mom—or in this case, a mum.
The “Proud Sponsor of Mum” campaign set out to do a world’s first: Have a mother award her victorious child a gold medal. On September 3, the world watched as P&G mum Catherine McKillop walked out from the tunnel toward her stunned son Michael who was standing on the podium waiting to receive his gold medal for winning the 1,500-meter race. Son, mother and the world teared up as Catherine and Michael fell into each other’s arms as she presented him the gold.
Another example
That’s the advertising
This is when you need PR. However, in this case BP screwed up.
Creative. Big productions. Controlled message. Evoking feelings.
Advertising PR
Creative. Big productions. Controlled message. Evoking feelings.
Serious. Informative. Earned media. Managing perceptions.
Advertising PR
Today it’s getting harder to tell the difference
Media bought/earned Ads/Press Releases
Stories Creating the message
Traditional media
> > > > >
Today it’s getting harder to tell the difference
Media bought/earned Ads/Press Releases
Stories Creating the message
Traditional media
Media owned Experiences/interactions Utility/apps Inspire participation Social and word of mouth
> > > > >
Red Bull
Forsman Bodenfors for EOn
Undercurrent and partners for Ford
McCann AU for Australian Metro
91,776,279
What is it? Advertising or PR?
Sometimes it’s hard to tell.
This is how Thea has
introduced her upcoming
journey and major life
event of soon being a child
bride in Norway. Using this
blog she will tell her story
and express how she
believes her experience of
marriage will be.
12-year old Thea is getting married
Mullen for Century 21
Mullen for Century 21
Ketchum for Bayer
Ketchum for Bayer
So how do you decide?
To over simplify
Advertising
Awareness Placing ads
TV ads Print ads
Online ads Apps
Content
Public Relations
Reputation Pitching stories Trends, PSAs, VNRs Press releases/blog posts/invites Social media engagement Community management Content
What
Advertising
Ad agencies In house
Media co’s
Public Relations
PR Agencies In house Integrated agencies Press secretaries
Where
Advertising
Account exec Copywriter Art director
Planner UX specialist
Web developer Producer
Media planner Research/data analysis
Presentation designer Project manager
Public Relations
Account executive Media relations Crisis expert Speechwriter Public information officer Press secretary Video producer Investor relations Community manager Research/data analyst Project management
Jobs
Advertising
Writing Design
Creativity Presentation
Digital/technical
Public Relations
Writing Media relations Social media/community management Crisis management Business/industry
Skills
PR Council
PR Council
Fleishman Hillard
Fleishman Hillard
Mullen
Mullen
make TV commercials and conceptual ads, work in advertising.
work with nutty creative people, work in advertising.
manage or plan creative advertising — from Superbowl spots to viral videos — work in advertising.
If you want to….
write — anything from social media to longer features — work in public relations.
help share the news that shapes our world, work in public relations.
engage with people about products, services, money, and giving back, work in public relations.
If you want to….
To help you decide
• Check out agency websites: PR and Advertising
• Look at the work and the client list
• Search “working at ________” on YouTube
• Read industry case studies
• Talk to people in the business
Questions/Discussion