You want to get your company and your brand out there. You want people to know who you are and you want consumers to be influenced through some channel or medium to buy from you and only you. When it comes to directing your spending dollars, you may get stuck wondering, where should we start, with PR or advertising?
This great article from PR Squared provides some thinking points:
In the new era [of media], ADVERTISING COMES LAST.
Advertising comes AFTER the corporation has created an ecosystem for its owned media channels (e.g., a blog, a Twitter handle, a Facebook Fan Page).
Advertising comes AFTER the corporation has an established rapport with its fan base, bloggers, and traditional media contacts.
Advertising comes AFTER relationships.
Tellingly, the “Challenges” regarding Paid Media — “clutter, declining response rates and poor credibility” are all ameliorated if the brand takes the Awareness Scale approach in which Social Media feeds both PR and Advertising, both of which then serve to catalyze fresh brand conversations, amongst people who are predisposed to do so.
With consumer and media relationships in place, the advertisements are not rebuffed but are embraced and carried forward by online enthusiasts. Sayonara, “clutter.” So long, “declining response rates.” Bon voyage, “poor credibility.”
I’ll admit — if I were running an Advertising Agency, I’d be nonplussed by the breezy way in which a Forrester Research analyst essentially downgraded my industry from “foundational” to, let’s face it, a secondary role. But we all have our challenges to face, eh? This one’s not insurmountable!
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