Public relations (PR) and advertising are two of the most important tools in a marketer's toolkit. When used effectively, they can help you achieve your marketing goals, whether you're trying to increase brand awareness, generate leads, or drive sales.
PR is all about building relationships with the media and other key influencers. When you do PR well, you can get your company and your products or services mentioned in the press, which can help you reach a wider audience and build credibility.
There are a number of different ways to do PR. You can write press releases, pitch stories to journalists, or organise events and press conferences. You can also use social media to connect with journalists and other influencers.
Advertising is a more direct form of marketing. When you advertise, you're paying to have your message seen or heard by a target audience. There are a variety of different advertising channels available, including TV, radio, print, online, and social media.
The best way to choose which PR and advertising channels to use will depend on your specific marketing goals and budget. However, in general, it's a good idea to use a combination of channels to reach your target audience as effectively as possible.
How PR and Advertising Work Together
PR and advertising can work together to create a powerful marketing force. PR can help you generate positive media coverage, which can then be used to support your advertising campaigns. For example, if you get a positive review in a major newspaper, you can use that review to create an ad or social media post that highlights the review.
Advertising can also help you promote your PR successes. For example, if you get a mention in a popular magazine, you can run an ad that highlights the mention.
How to Use PR and Advertising to Achieve Your Marketing Goals
If you want to use PR and advertising to achieve your marketing goals, there are a few things you need to do:
Set clear goals. What do you want to achieve with your PR and advertising campaigns? Do you want to increase brand awareness, generate leads, or drive sales? Once you know your goals, you can tailor your campaigns accordingly.
Target your audience. Who are you trying to reach with your PR and advertising campaigns? Once you know your target audience, you can tailor your messages and channels accordingly.
Create compelling content. Your PR and advertising content needs to be compelling enough to capture people's attention. This means writing clear, concise, and engaging copy.
Measure your results. It's important to track the results of your PR and advertising campaigns so you can see what's working and what's not. This will help you optimise your campaigns and get better results over time.
If you're serious about marketing your business, you need to consider using PR and advertising as part of your marketing mix.