PR v Advertising

What is PR? Communication with stakeholders/publics Varying schools of thought Solely media relations Encompasses internal communications Depends on organisational structure Reality – messages can overlap Internal issues can be newsworthy External messages may have relevance to an internal audience Consider your target audience and the message you want to convey

What is Advertising? Bought or paid for media space Print media Broadcast media (TV/Radio/Internet) Outdoor advertising (Billboards, bus backs/adshels) Channels Leaflets/Posters Direct mail Advertorials Promotions or Competitions Merchandise Branding – vehicles/uniforms Packaging

Quirky Take On Advertising

Pros & Cons Of Advertising Benefits You get exactly what you pay for You have complete control over the message delivered It can help to build brand identity Allows promotional measures to be built in to evaluate effectiveness Disadvantages Research proves people don’t necessarily read adverts Location of advert is linked to its effectiveness To implement an effective campaign can be very expensive Repeated exposure required to reinforce message

When To Use Public Relations Timely Relevant Unique/Unusual Tragedy/Trauma Human Interest Consider items that have been making the news in the last week? Jonathan Ross/Russell Brand saga Homecoming parade and demonstration in Belfast Halloween related stories Feature articles – linked to James Bond

Pros & Cons of Public Relations Benefits Coverage may be result in a third party endorsement More likelihood of people reading articles Can increase understanding of issues which you couldn’t achieve with advertising Can present the human face of an organisation Disadvantages Coverage is not guaranteed Sales not guaranteed as a result of activity Difficult to evaluate effectiveness Information may not appear as you wish If interview arranged you can’t proof article before it is printed

Working With A Limited Budget Review current practices and spend Be clear about who you wish to target Keep focused when reviewing advertising and public relations options Look at what competitors doing Take note of things that make you look a second time – could you use a similar mechanism to your advantage Cost various alternatives For e.g.: Billboard site in excess of £200 for 2 week cycle Cost of printing 48 sheet poster is additional Need a designer to prepare visual Whereas cost of designing graphics and branding of a car £170 – you have a mobile advertisement

Working With A Limited Budget Build a database of useful contacts Take details of feature correspondents and sports journalists Picture desks can operate independently to news desk Could you use media teasers to stimulate interest in your product or brand More expensive than invite but more memorable Open Days – invite media to sample activity for free Are there other events that could provide photographs – course completions etc. Are you an authority in your area – media outlets seek comment on news stories. Digital camera – can take high quality pictures. If local photographers don’t turn up at least have record of event.

Develop A Calendar Of Activity Are there ways to link activities of key calendar events? January – New Year – Resolutions – Get Fit/Healthy February – Valentines Day – stories people finding love through hobbies March/April – St. Patrick’s Day/April Fool’s Day/Easter June/July/August – Summer holidays/features on activity breaks September/October – Halloween, mid-term break November/December – Christmas Known celebrations – 1 st /5 th /10 th birthday, business awards/Investors In People/new employees

Advocate of PR “Using yourself to get out and talk about it is a lot cheaper and more effective than a lot of advertising. In fact, if you do it correctly, it can beat advertising hands down and save tens of millions of dollars.” Richard Branson

Thank-you for listening !