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What is PR for Advertising Guys?

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Tushar Panchal
Tushar Panchal

This presentation was created for senior advertising executives to understand what PR is all about.

Business
1 of 32
" The reasonable man adapts himself to the world. The unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends upon the unreasonable man.” —GB Shaw, Man and Superman: The Revolutionists' Handbook.
" The advertising adapts itself to the consumer. The Public relations persists in trying to adapt the consumer to itself. Therefore, all successful brands depend upon the Public relations.” —Tushar, A journey from AdMan to PRman: My Little Blackbook.
“ Marketing is all about telling believable stories and PR does that more effectively “
Lets try and understand the little difference…
 
 
[object Object],[object Object],[object Object],[object Object],continued reductions in the cost of phone services for customers, Ofcom said. More than 10.7 mln households and small businesses now use providers other than BT for their phone calls - including more than 4.6 mln cable customers - and the UK has some of the cheapest phone costs in the world. It said the pattern of increasing competition and falling prices is likely to gather pace in the future as new technologies enter the mass market, such as Voice over IP (VoIP) phone calls over the internet, already actively used by more than 500,000 UK households and small businesses. UK Ofcom removes retail price controls on BT line rental and calls UDPATE
advertising informs. Pr educates.
PR creates perception
Perception is everything
What is PR?
 
Pr build brands Advertising defend brands As per study conducted in 2003 on over 100 new product launches in USA by Schneider & Associates in collaboration with Boston University’s Communication Research Center & Susan Fournier, Associate Professor of Marketing, Harvard Business School
As per study conducted in 2003 on over 91 new product launches in USA by Schneider & Associates in collaboration with Boston University’s Communication Research Center & Susan Fournier, Associate Professor of Marketing, Harvard Business School proves that More successful products have used PR followed by Advertising and less successful ones relied mostly on Advertising to build BRANDS
The great Shift !
[object Object],[object Object],[object Object]
Disadvantages of pr!
You can not… - Control the message - Control the timing - Control the visual appeal - Even be sure that your message will be delivered!
But…
The one big advantage is Credibility
Various forms of public relations
PR can… Highlight new or improved products and services and promote them to customers or potential customers
PR can… Announce changes within your organization
PR can… Address industry issues and offer your company’s position
PR can… Highlight applications and the successes of your customers
PR can… Inform the industry and the business community of alliances and strategic decisions
PR can… Acknowledge and promote the local interests of your workforce
PR can… Spark interest among potential investors or provide assurance to bankers, investors, and business partners you already have
Final words…
[object Object],[object Object],[object Object]
Do
And that’s why we are rethinking.

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What is PR for Advertising Guys?

  • 1. " The reasonable man adapts himself to the world. The unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends upon the unreasonable man.” —GB Shaw, Man and Superman: The Revolutionists' Handbook.
  • 2. " The advertising adapts itself to the consumer. The Public relations persists in trying to adapt the consumer to itself. Therefore, all successful brands depend upon the Public relations.” —Tushar, A journey from AdMan to PRman: My Little Blackbook.
  • 3. “ Marketing is all about telling believable stories and PR does that more effectively “
  • 4. Lets try and understand the little difference…
  • 5.  
  • 6.  
  • 7.
  • 8. advertising informs. Pr educates.
  • 12.  
  • 13. Pr build brands Advertising defend brands As per study conducted in 2003 on over 100 new product launches in USA by Schneider & Associates in collaboration with Boston University’s Communication Research Center & Susan Fournier, Associate Professor of Marketing, Harvard Business School
  • 14. As per study conducted in 2003 on over 91 new product launches in USA by Schneider & Associates in collaboration with Boston University’s Communication Research Center & Susan Fournier, Associate Professor of Marketing, Harvard Business School proves that More successful products have used PR followed by Advertising and less successful ones relied mostly on Advertising to build BRANDS
  • 16.
  • 18. You can not… - Control the message - Control the timing - Control the visual appeal - Even be sure that your message will be delivered!
  • 20. The one big advantage is Credibility
  • 21. Various forms of public relations
  • 22. PR can… Highlight new or improved products and services and promote them to customers or potential customers
  • 23. PR can… Announce changes within your organization
  • 24. PR can… Address industry issues and offer your company’s position
  • 25. PR can… Highlight applications and the successes of your customers
  • 26. PR can… Inform the industry and the business community of alliances and strategic decisions
  • 27. PR can… Acknowledge and promote the local interests of your workforce
  • 28. PR can… Spark interest among potential investors or provide assurance to bankers, investors, and business partners you already have
  • 30.
  • 31. Do
  • 32. And that’s why we are rethinking.