Marketing, Public Relations and Advertising is a three pronged strategy, used by companies and business houses to get their message across to the public. In the words of Mr. Atul Dev a veteran Public Relations specialist “It’s extremely important for companies to recognise their publics”. “Publics” is a jargon limited to Public relation professionals. It’s more encompassing than the term target audience and includes all possible stakeholders, of a company. This is where PR differs in spirit from Advertising and Marketing. Unlike its mercantile motivated cousins, PR is not used to sell, but get the name and message of the company resonate with the publics. So when and how should one use these mediums? The answer basically depends on what you are trying to accomplish. It is the situation, which dictates whether you should use Marketing, Advertising (and public relations) together or separately.
The main difference between Public Relations and Marketing is the extent to which the intended message can be controlled. When, where, and how an ad is placed and runs is perfectly controllable. So you have the option, of placing of placing your ad on T.V, radio and newspapers. If the ad is well received, you can decide to prolong it (with or without variations) or simply pull it off, if reactions are contrary to your expectations.
As against this, PR message though controllable in the initial stages, takes a life and a form of its own, once it has left the company “nest”. So PR, if used wisely can generate massive publicity for a company. Marketing Public relations is often used in sync, by companies that depend on seasonal sales. Companies dealing in garments, automobiles and tourism use PR and marketing together. They minutely pinpoint their target customers and focus their marketing dollars in wooing these people to purchase their products and services.
Advertising in traditional mediums is a cumbersome and expensive affair. For companies that have a limited budget a well planned marketing Public Relations program can bear rich financial harvests. This is where Impact (www.impactonnet.com). Impact is a marketing, advertising and media weekly that has constantly used innovative and path breaking ways to enable companies gain maximum leverage from their publicity campaigns. Currently in its third year, Impact has already left an indelible mark on the on the media practices of several large companies. Moreover, readers of Impact have greatly benefited from the enlightened perspectives of some the leading media professions, whose words of wisdom are regularly featured on impact. So to know more about our advertising marketing PR services, do visit us at www.impactonnet.com.
