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PR vs. Advertising vs. Marketing


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PR vs. Advertising vs. Marketing

  1. 1. Advertising vs. PR vs. Marketing
  2. 2. PR is… <ul><li>A managed process </li></ul><ul><li>Mutually beneficial </li></ul><ul><li>Relationships </li></ul><ul><li>Various Publics </li></ul>
  3. 3. <ul><li>Media </li></ul><ul><li>Employee </li></ul><ul><li>Member </li></ul><ul><li>Community </li></ul><ul><li>Government </li></ul><ul><li>Investor </li></ul><ul><li>Consumer </li></ul><ul><li>International </li></ul><ul><li>Special Interest </li></ul>
  4. 4. This matters because… … <ul><li>PR is all about targeting messages to publics and establishing connections </li></ul>
  5. 5. Journalism PR <ul><li>VERY different animals. </li></ul><ul><li>Both write, interview people have excellent grammar skills BUT … </li></ul>&
  6. 6. Journalists <ul><li>Objective observers </li></ul><ul><li>Gather info to provide to greater public </li></ul><ul><li>Write for mass audiences </li></ul><ul><li>Reach audiences through ONE channel </li></ul>
  7. 7. PR Professionals <ul><li>Think strategically </li></ul><ul><li>Inform while changing attitudes or behavior </li></ul><ul><li>(facts still necessary!) </li></ul><ul><li>Write for specific, special publics </li></ul><ul><li>Use a variety of communication channels </li></ul>
  8. 8. <ul><li>PR Professional interviews a CEO. </li></ul><ul><li>PR Professional writes a Press Release. </li></ul><ul><li>PR Professional sends the release to reporters and Journalists. </li></ul><ul><li>Journalists decide to run or not run the information. </li></ul><ul><li>Journalists may add, edit or delete pieces to fit a storyline. </li></ul><ul><li>Journalists may also trash the release. </li></ul><ul><li>PR Professional accomplishes goal, or revisits the goal to see if other tactics may work. </li></ul>Example:
  9. 10. Red Bull: an Awesome Example of Integrated Marketing Communication
  10. 11. <ul><li>Advertising: </li></ul><ul><li>Public Relations: </li></ul><ul><li>Marketing: </li></ul>
  11. 12. >> IMC <ul><li>Name given to all types of planned messages used to build a brand: (brand meaning how an audience perceives a company, service or product) </li></ul>
  12. 13. Parts of IMC <ul><li>Advertising </li></ul><ul><li>Personal Selling </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Packaging </li></ul><ul><li>Publicity </li></ul><ul><li>Events and Sponsorship </li></ul><ul><li>PR </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Customer Services </li></ul>
  13. 14. <ul><li>An IMC plan of attack will use creativity , synergy , integration and communication . </li></ul>
  14. 15. Benefits to IMC? <ul><ul><ul><li>- </li></ul></ul></ul><ul><ul><ul><li>Improved relationships with all audiences </li></ul></ul></ul><ul><ul><ul><li>Increases brand trust </li></ul></ul></ul><ul><ul><ul><li>Fosters internal communications and coordination among all departments </li></ul></ul></ul><ul><ul><ul><li>Cost effective </li></ul></ul></ul>
  15. 16. Technology changes communication everyday.
  16. 17. Share & Engage
  17. 18. <ul><li>Credits </li></ul><ul><li>Andrea Genevieve Michnik </li></ul><ul><li>Intro to PR </li></ul><ul><li>St. Edwards University- Spring 2011 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>@AndreaGenevieve </li></ul><ul><li>All photos protected under Flickr Creative Commons </li></ul>