NONE: Re: ONLINE-ADS>> better equipped: PR guru or ad guru?
Re: ONLINE-ADS>> better equipped: PR guru or ad guru?
Kim M. Bayne/wolfBayne Communications (kimmik_at_wolfBayne.com)
Wed, 5 Mar 1997 11:08:23 -0700 (MST)
At 07:11 PM 3/4/97 -0600, richard wrote:
> The essence of the argument was that PR people are good
> at developing substantive content [snip]
> and advertising folks are best at developing flashy ideas that have
> shallow information content. Internet users want the former, not the later.
Oh, have you opened up a can of worms here!
My high-tech marketing communications background is multifaceted. Tee hee.
(Rubs hands together in anticipation of heated debate.)
I've had experience planning, copywriting, and placing advertising...
award-winning, flashy, humorous campaigns.
I've had experience planning, writing, and implementing strategic and
tactical media relations campaigns...
with substantial, technical and highly informative content...
somewhat dry and boring, but informative nonetheless.
Do I think one skill set (advertising or PR) is better than the other when
it comes to the Web? No. I think I've got the perfect mix.
Yes, Internet users want content...lots and lots of content. If your
shallow, poorly conceived Web site, doesn't have content, you're good for
about one or two visits and then you're history. That's why people keep
chanting, "content is king." PR people have been trained to "cut to the
chase," "get down to brass tacks," and don't use cliches (<--whoops! Was
that me?). We're used to editors who want "just the facts, Ma'am."
On the other hand, before somebody falls sleep at how straightforward your
message appears (YAWN!) you've got to GET their attention FIRST. Advertising
people know how to do it quick and easy. They know how to shock you into
paying attention for more than a second. They know how to tickle your funny
bone so you remember the message. They know how to glamourize even the most
boring product.
Advertising people are the icing on the PR cake.
In summary...
Good advertising skills will entice them to visit your site.
Good PR skills will keep them interested and establish credibility.
You need both! If you don't have both sets of skills, you need a partner.
It's just that simple.
Uh, sorry, Richard! I tossed the coin into the air and it landed on its side.
It's a tie.
Smiles,
Kim
wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww
Kim M. Bayne, president "Measurable results in high-tech
wolfBayne Communications marketing communications"
http://www.bayne.com/wolfBayne/ - consultant, author, speaker
kimmik_at_wolfBayne.com - Internet marketing seminars
(719) 593-8032 - business/trade media relations
author, "The Internet Marketing Plan: A Practical Handbook for
Creating, Implementing and Assessing Your Online Presence," 1997.
