My advertising brothers and sisters are going to hate me for saying this, but...
Ad agencies are finally realizing what PR can give that they can’t – third-party credibility. Which may be why some of them, some years back, began offering services blurring the line between advertising and PR. And which may be why, over the past several years, a couple of major ad agencies have spoken to me about starting up PR departments for them.
Let’s face it, advertising – particularly broadcast – has never been more visually smashing or interesting than it is today. Yet, it often comes off as “eye candy.” Particularly in times such as this, it sometimes fails to generate appropriate business. Take the Super Bowl ads, for instance. A week or two after each Super Bowl, I often ask people if they can remember a few products or services that were advertised. And many can’t recall.
Many experts say we receive 10,000–15,000 messages a day – many of them marketing messages. And most of those messages are flashing by us in a frantic 24/7 whirl. Only to be replaced by the next message.
Public relations, though – when done correctly – has the innate ability to generate top-of-mind consciousness that can stay top-of-mind. Effective public relations campaigns often have “legs” – they can serve to continually reinforce the original message. And when that happens, that message usually generates business.
Bottom line? I’ll be the first to say there’s definitely a place for honest, ethical, creative advertising in this world. In fact, I’ve created some of those ads myself. And I’m very proud of them.
But, in my opinion, one inescapable truth remains. Advertising is bought and paid for. But Public Relations – especially effective Public Relations – is earned.