The Anchor: 5 reasons PR is better than advertising

16 Nov,2012

By Dipankar Zalpuri


Let me start by quoting George Bernard Shaw who once said, “The problem with communication is the illusion that it has been accomplished.” That makes it even more important to understand why and how PR/Media Relations is better than Advertising:


#1 Fish Tank Syndrome. When creating a PR pitch, a professional (internal or external to organization) will always do a dip-stick study and gain valuable feedback from prodding the press members. Also, as the story development goes along, media adds value to the brand proposition, if communication is clear and crisp. Advertising usually restricts to highlighting the important aspects of the product/service and thus sounds very promotional. A creative agency and the client usually generate these ideas thus leading to a closed fish tank syndrome


#2 PR is increasingly being seen as being more empathetic to customer need. Consumers know when they’re reading an advertisement they’re trying to be sold a product/service. Consumers/Customers are wise. When someone reads a third-party article written about a product or views coverage of an event on TV, they’re seeing something a client didn’t pay for with ad rupees and thus view it differently than they do paid advertising.


#3 It’s all about the money, honey. Considering the ever looming fear of economic recession, one of the most important points obviously is the cost involved. Where an effective multi-media advertising campaign will cost millions of rupees, PR is a much wiser and in-expensive option.


#4 Longevity & Shelf Life. So if you are paying so much for space, you can run your ads over and over for only as long as your budget allows and in places which fall in your overall budget. Whereas with one press release you can target all publications through PR & Media relations


#5 Advertising helps to maintain a brand, not build it. It helps in the long run. Last but not the least, good PR is a carefully planned, sustained effort to establish your company identity, maintain credibility and promote communications between your company and its public. The public can be cynical. They have lots of advertising messages directed to them on a daily basis. But, when people read media articles, hear or see something about your company in the press, it results in much better credibility and thus is much better for the long run!


Dipankar Zalpuri is Director, YouMe&We Media Services Pvt Ltd


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