In today's class, we'll discuss how teams felt the meetings went and take care of any unfinished business. A short discussion will also focus on the "marriage" of advertising and PR in your current campaigns with your clients. Whereas, advertising and PR used to bicker when they dated, to carry off the successful brand in today's marketplace- they simply have to get hitched and not complain about it!
Since the successful brand must keep its promises over and over by exceeding customer expectations, then advertising, PR and marketing must create a package that's seamless- so seamless in fact, that you might not know where one takes off and the other starts.
As you know, branding is a shrewd business: it panders to the audience without the audience realizing it. And every brand worth its salt will pair a name or symbol over and over again with resonant emotional symbols that become infused in the psyche.
Advertising uses repitition in conveying a message or image, then conditions the audience to have particular expectations of the brand through the use of powerful visuals, celebrities and other strong endorsements. In the end, it seeks to have the consumer use the product over and over based on claims and other powerful motivators- particularly when we see the success, joy or happiness as a result of our using the product.
Public relations must do the subtle work of compelling use again and again, through third-party endorsements, carefully crafted events that further define the brand and more. Whatever PR can do to solidify the public's opinion of the brand, the better.
Keeping advertising and PR strategies linked in happy matrimony starts with a good marketing plan that outlines who they'll stay blissful. In the end, strategically ensuring that advertising and PR support one another will ensure client success over the long haul.
In today's class, we'll discuss these factors and others as they relate to your client's branding objectives, goals and initiatives.
Stay warm,
Your Prof Michelle
A brand is the client or product's identity. It is like a name, associated with a reputation. PR is extremely important when giving the brand credibility. A company can have great advertising that the public can see and talk about, but PR must be coupled with it to enhance the brands reputation. It reminds me of when someone says that they are a nice person but people who know them say the opposite. PR helps enforce the truth behind the advertising, therefore furthering why this marriage between the two is so critical.
ReplyDeleteAdvertising and Public Relations are complementary. One really cannot succeed or thrive without the other. If one looks at past integrated marketing campaigns, the most exciting and interesting have benefited from both advertising and public relations. Advertising places an idea in the heads of consumers, but public relations allows followers to interpret that idea and make their own. That's what a brand is all about - while there is supposed to be a uniform message, when a brand becomes one's own on a more personal level, that is when the product, brand or person can really take off successfully.
ReplyDeleteIn my experience with public relations, I have yet to see a large collaboration between advertising and public relations. However, I don't disagree that a relationship between the two is necessary. Public relations is sometimes considered "free" advertising, but I feel that it is really a reinforcement behind the message that advertisers create for a brand.
ReplyDeleteTo be successful brands must have successful advertising and PR campaigns. They must work together as a unit just as stated. Advertising is paid for and must create desire for a product and the PR is organic and must create the life long bond with a brand. You really need both to create life long customers.
ReplyDeleteThanks, students for your insightful comments- it is a pleasure to be your professor. Looking forward to your brief (10 min) presentations in class on Friday. More details to follow- instructions will be posted on your blog and on Blackboard. Be well.
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