The advertising/public relations war has been going on for years. Advertising is a wonderful way to build an image because you can control the message, but of course, you pay for this advantage. Using publicity techniques, you can save your organization dollars, but of course, you will lose some control. It's not uncommon to hear your client say, "I spent 45 minutes on the phone with that reporter and he quoted only one of my sentences AND it was taken out of context." In this case you reply, "At least they spelled the name of your organization correctly." That's the name of the game, and it is a game.
It doesn't have to be a war. The smart marketer understands the advantages and disadvantages of both advertising and public relations. These techniques are only a part of the umbrella term known as marketing. In an integrated marketing campaign that is strategic - and strategic being the operative word - you will know when and how to maximize your marketing tools.
For example, if you are a not-for-profit organization with a slim-to-none marketing budget, then you must concentrate your marketing manpower on public relations. Generate relationships with reporters, follow-up, don't harass them, and use your web site to post releases. And, make use of other sites. Send your press releases to www.longisland.com.
If you haven't already signed up as a member on www.longisland.com, do so today. Once you designate a username and password, you will be able to post your press releases, and they will appear in cyberspace instantaneously. Yes, free of charge. This is a great example of a creative means to get your message across without investing more than your pocketbook can afford right now.
If you are a corporation in the black and you want to send a controlled message to a targeted group of potentials, then rely upon advertising. You will make an impression. Remember, in advertising, it's about visual recognition. Each marketing tool has a strength and weakness, and each used wisely and integrated together at the right times can bring your organization successfully into the marketplace.
So the next time you are in the middle of an advertising/public relations war conversation, shed some light on the beauty of them both. Life should be so easy.