Re: PR is better for branding than advertising?

From: John Gaskill <jg_at_info-central-usa.com>
Date: Tue 30 Apr 2002 12:21:29 -0600

Kathy Gill wrote:
>>>>
> John Gaskill wrote:
>
JG>>But PR also runs the risk of inviting comparison testing
JG>>when products or services are involved, unless we are
JG>>discussing the dreaded "advertorial." If you rank well,
>
KG>are you suggesting that advertising somehow eliminates the
KG>probability that a consumer will comparison shop??
<<<<

If I recall correctly, the comparison testing referred to would
have been conducted and written up by the publication receiving
the press release sent out. What better reason to run a story
than as part of a comparison? Serves the reader better anyhow.

If the advertiser has rigorously comparison tested a product or
service in advance and knows that the outcome of neutral
comparison testing can only be favorable, this is not a concern.

If there has been no comparison testing, the results of a comparison
test might not be flattering, or worse yet, result in direct condemnation
or that by "faint praise." Ask any product manager how happy s/he
would be if the product s/he was charged with introducing would be
ranked "fifth" in a hotly competitive, low volume segment?

Advertising does not stop a consumer from comparison shopping.
Good advertising invites comparison by promoting product strengths
and makes consumers want to test. This is especially true when a new
product attempts to invade an already crowded segment.

If the advertiser and its advertising is trustworthy in the eyes of
consumers, it should have no credibility issues and invite testing
upon first exposure.

Kathy Gill also wrote:
>>>>
JG>>PR is great. But true PR is not controllable in the
JG>>sense that advertising is controllable. An advertiser
JG>>may decide to run their ad for three months or three
JG>>days in a single outlet. Press releases may result in
JG>>a single story here or there. News outlets are not
>
KG>as a result, PR may (probalby does) have more credibility with
KG>consumers than advertising.
<<<<

The issue is not credibility as much as it is repetition.
Repetition has tremendous branding power. A single
story in a single publication may have a positive effect,
but if a substitute product occupies the same story
spot next week/month, most of the branding effect is
lost.

PR has no credibility with consumers. Publications
that publish stories have credibility with subscribers.
But don't be too sure. As PR meisters keep pushing for
more and more editorial space, and publications sales
managers push editors in order to obtain or protect ad
sales, the lines of publication integrity become increasingly
blurred and consumers see it themselves. The fuzzier
the line, the lower the value of PR.

Lastly, Kathy wrote:
>>>>
JG>>While advertising is no cure for shoddy quality
JG>>or a too high price, PR isn't either. And part of
JG>>the problem with PR is that the most avid believers
JG>>in glowing press releases are those who write them
>
KG>I believe you are confusing PR with media relations -- which is a
KG>*subset* just as advertising is a subset of marketing.
<<<<

PR has its subsets, as does marketing.

The PR we have been discussing (if I understand it
correctly) is that which employs press releases, web sites,
etc., to spread the word about a company's products,
services, plans for the future, etc., to benefit the company
or product image or get "mindspace," and so forth.

People who rely on PR and do no advertising are at the
mercy of those publications which might carry their stories,
and the mercy of their competition. Those who advertise
may still engage in PR, but have much more control over
the messages received by consumers.

PR has the ability to support and confirm, or contradict the
branding message sent by an advertiser in advertising.

PR is no substitute for advertising. PR is a good stablemate.

Consider this thought provoking question:

Could General Motors exist as it does today if it relied
on PR for branding?

John Gaskill
jg_at_Info-Central-USA.com
http://Info-Central-USA.com





Received on Tue Apr 30 2002 - 13:21:29 CDT