The Sky Is Green
Public relation is a form of
Advertisement!
Dog eats grass
Now, that I have your attention, let me tell you, all the
statement above is incorrect. But what made you think the most? The first one,
the second one or third one!
I am sure, first and third one. But
many people believe that Public Relations is a form
of Advertisement. NO, IT IS
NOT. Public relations activity is
nowhere related to advertising. It is a part of communication with earned media.
Media space or appearance which can’t
be bought. Yes, in public relations one can only influence the media, not
bought media. The beauty of public relations lies in the
story. A story, that excites people about the brand. The stories, that can
connect with the target readers. Influencing the journalists and earning a space in a
particular medium is called earned media.
So, why earned
media when one can buy space?
Let’s get it straight. You can
certainly buy the media but will the impact be the same? A very simple example
which all the PR professionals always swear
by; consider someone tells you that I am a great guy! How will you feel? Will
you believe him? No, you will not.
Now consider someone tells you that X
is a great guy; what will you perceive? Will not it create a good image on your
mind. Yes, that is what public relations are all
about. Creation of perception with a third party element; unlike
advertisement.
And secondly, it is less expensive
than a conventional advertisement.
But, I don’t have a
story.
This is possible. You are a regular brand and don’t have a
unique story. Well, so does the other brand until they create one. See, every
brand is regular until they don’t find their sweet spot. Just look around
everything is the story. And someone told you that story, isn’t it? The same
chair on which you are sitting has nothing special until someone tells you that
the design of this chair is exclusive. And this is the only piece that exists
right now.
Just imagine how will you feel? You know what
happened! The story made it priceless. And that is the power of story
which a PR person realizes and curates a brand.
Does it generate
sales?
You get to choose between short-lived and long-lived fame, what
will you choose? I am sure you are not going to choose short term fame.
Everyone looks for long term fame, long term impact. Anything which creates
long term effect requires time to achieve the task.
The creation of the brand is not an overnight process. It is a
time taking process and it produces results for sure. We have worked with
several brands that got benefitted by the success story and their sales
skyrocketed. But, remember it is not the same for everyone.
Always remember, a really good story is always worth
remembering. And, the whole purpose of public relations is creating a story for
the brand.
A STORY NEVER DIES!
Source:- https://twenty7inc.in/public-relations-is-a-form-of-advertisement/
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