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What is PR for Advertising Guys?


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

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What is PR for Advertising Guys?

  1. 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. 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. 3. “ Marketing is all about telling believable stories and PR does that more effectively “
  4. 4. Lets try and understand the little difference…
  5. 7. <ul><li>LONDON (AFX) - The UK's communications industry regulator said it will remove the price controls on line rental and landline call charges first placed on BT Group in the run-up to its privatisation in 1984. In a move that will likely see BT cut its call charges to compete with cheaper rivals, Ofcom said it would scrap the current four-year-old retail pricing regime at the end of this month. This morning's news is the culmination of Ofcom's long-standing Strategic Review of Telecommunications, and reflects the plethora of cut-price competitors that have eaten into BT's share of the residential voice market over recent years. </li></ul><ul><li>Ian Livingstone, head of BT's Retail division, welcomed the easing of restrictions on the former monopoly. </li></ul><ul><li>'Ofcom's decision is good news for customers. A freer BT will deliver even better value and innovation for our residential customers,' he said in a statement BT has given a number of assurances to offer additional protection for customers on low incomes and vulnerable groups. The company has agreed to limit increases for its basic line rental product to a certain level to avoid disadvantaging customers for whom the line rental accounts for the overwhelming majority of their phone bill. </li></ul><ul><li>The removal of the price controls reflects the rapid growth of competition and </li></ul>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
  6. 8. advertising informs. Pr educates.
  7. 9. PR creates perception
  8. 10. Perception is everything
  9. 11. What is PR?
  10. 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
  11. 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
  12. 15. The great Shift !
  13. 16. <ul><li>General motors shifting to advertorial worldwide </li></ul><ul><li>P&G CMO talking about ‘money is in building relationships’ </li></ul><ul><li>Starbucks, ikea, body shop, linux </li></ul>
  14. 17. Disadvantages of pr!
  15. 18. You can not… - Control the message - Control the timing - Control the visual appeal - Even be sure that your message will be delivered!
  16. 19. But…
  17. 20. The one big advantage is Credibility
  18. 21. Various forms of public relations
  19. 22. PR can… Highlight new or improved products and services and promote them to customers or potential customers
  20. 23. PR can… Announce changes within your organization
  21. 24. PR can… Address industry issues and offer your company’s position
  22. 25. PR can… Highlight applications and the successes of your customers
  23. 26. PR can… Inform the industry and the business community of alliances and strategic decisions
  24. 27. PR can… Acknowledge and promote the local interests of your workforce
  25. 28. PR can… Spark interest among potential investors or provide assurance to bankers, investors, and business partners you already have
  26. 29. Final words…
  27. 30. <ul><li>The new technology and the way it is being used by consumers only means that building and protecting brand image and equity is no more only an advertising function. Marketers will have to be absolutely responsible for all their actions. BP and Wal-Mart are two examples of how great brands can take a beating if they fail on internal deliveries such as corporate governance or employee satisfaction. Today, consumers can find out the real you and broadcast it to the world at the click of a mouse. </li></ul><ul><li>Hamish Mclennan, Global CEO, Young & Rubicam </li></ul><ul><li>(In an interview to Mint WSJ in March 2007) </li></ul>
  28. 31. Do
  29. 32. And that’s why we are rethinking.