The increased emphasis on money in the promotional industry and increased competition in the market have led to the lack of a definition between PR and advertising as tools to encourage the product.
It is difficult to explain to the layman why the two approaches differ because the mechanism is essentially the same: pay the agency to be promoted. However, as a business owner, you need to be aware of not only the differences between the two but also how to use them together to improve the conversion rate of viewers to customers. In July 2018, it was noted that the number of PR agencies had increased by 30% in the past three years, but 71% of reporters felt that the public did not trust them as before. An acceptable way to work in these uncertain conditions is to strategically plan a budget and team to use public relations and advertising together, and the following techniques will help you get started.
- Effective media management
Control of the media does not necessarily mean that its products and services offer immunity from the competition; in practice, this means that you spend more on promotion. With a limited budget, your company is not at liberty to spend a lot of money on TV commercials and this can be useless since the average TV viewing time for people aged 18 to 24 has fallen by 10 hours since 2011.
So, instead of a series of ads, work on interesting and well-thought-out ads. These ads often include elements such as convenience, the ability to relate to the average user, humor, and the integration of ideas that are spreading around the world, such as gender equality.
With PR, on the other hand, you have no control over what exactly the printer prints for you. Note, however, that absolute control over how business launches can be done with perfection will not only bring a touch of artificiality to the words spoken but will also cost more to assume a predetermined position through an offer from external actors. After all, it is not normal for someone to have material to criticize a product/service. Be guided by the creativity of PR agencies instead of getting an opinion.
- Insight about customers
Your goal today should not be to promote yourself as the best but to be approved as one of the best. There are several reasons for subscribing:
Maintenance of quality: an inconsistent or generally unpleasant product/service for the consumer cannot receive positive support;
Trusted third parties: Target markets follow some online news sources and product review forums, so try to find out what these platforms are and focus your PR efforts on them;
Use, not splendor: why does your product take an hour for a family/office/individual? How is it different from cheaper alternatives? Questions of this nature must be answered for reliable approvals.
Customers can instantly distinguish between something that has been unsubstantiated and something that comes from a trusted authority. The balance to be achieved is to use standard advertising for products that have already won consumer confidence over time so that their presence in the market can be maintained.
When it comes to new releases, cover them with reputable magazines and social media sites, get testimonials from the first consumer base, and think of innovative ways to keep them active instead of spending money on ads in the hope that a miracle happens.
- Get numbers and visual aids to support your product
It is much better to determine how launching your business can help users, rather than just using adjectives to describe how useful it is. Customers are not interested in technical details, such as the power of a new engine, the complex machines used to manufacture a product, and so on. they are interested in how it compares to competing elements.
You must take a comparative approach if you want to compete in the market. In comparison, with PR and advertising, you can indicate how your product benefits consumers in the following ways:
Cost savings: customers like to receive details about every penny they can save, especially something they used before
Performance increase: the usefulness of a product can only be described in comparison to something, otherwise, it can appear as an additional cost to many potential customers;
Before and after: using the results before and after the launch can give customers a final goal to propose and work on.
In comparison to press releases and reviews, you need to take a more concise approach to advertise. Filled with modest commercial rumors, 15-30 seconds, thought-provoking facts and figures and a bit of healthy humor can make your TV / social media ads stand out.
As an entrepreneur, you must accept that PR and advertising are complementary. Invest in the creation of specialized teams for the promotions of both products, do not give each other an advantage based on how you work best in today’s world, and let your creativity run free.