Why Are Public Relations More Effective Than Ordinary Advertising?

You are dying to create an impact of your brand in the mind of your target customers. You think advertising is the best and the most effectual method and so you search every nook and corner of the city and pick out an advertising agency you think is the best. Needless to say, a huge amount of money goes into this venture but I am sure you won’t mind that, foreseeing the impact you believe it is going to create in your niche market. Finally one fine day, your advertisements are all over the TV screens. You find it funny, innovative and effective and lie back relaxed in your seats deeming you have done a good job. You dream of customers lining up in front of your store to purchase your services or products. Now, does it look like I am speaking about you? If so, Wake up!

The real question as regards advertising is how far you have succeeded in associating your brand with the advertisements and if whether your brand name can be retrieved from the minds of your targeted customers at least when they see your product on shop-shelves. Some of the advertisements might get real lucky and create long-lasting impressions in the minds of customers, but this need not be the case always.

There is a famous quote which goes like this “While adverting is paid for, publicity is prayed for”. The credibility factor that is associated with public relations and publicity for your products and services is always much more when compared to traditional advertising. Let it be the shell life, costs or the implied endorsements-no matter how you view it, public relations gain an upper hand. With the ultimate goal being behavioral change, it is quality that matters the most in Public relations. While advertising and marketing can be traced back to you, Public relations in most cases come from third parties and hence play a significant role in branding your product or service. In spite of its glamorous outfit, Public relations has got much more effect and meaning attached to it.

When compared to advertising, public relations are far more economical and reach out easily to your targeted customers in masses. It throws light upon the real and actual demand that the product or service has in the market and thus facilitates in creating awareness on a wide scale. Relationships with the media help you to get out of the conventional in-house communications. If your competitors are not employing Public Relation techniques, then you are always on the better end by reaping the very many benefits that are gifted by Public relations.

Think twice if you believe the exclusive way to market your product and service is advertising alone. A bit of both would always be better and it is the best if your marketing plans give predominant importance to public relations. If Public relations did not form a part of your existing marketing agenda, it is high time to implement them!