"Public Relations First, Advertisement Second" is a relatively influential book on advertising marketing and dissemination in the past decade. In any case, this is not a name that makes advertisers laugh. This book is a new work written by American contemporary marketing master Al Reese and his daughter Lauter Reese. This book reflects a new idea of Al Reese's marketing thought. The author believes that today's marketing must first focus on public relations, only Only through public relations can your brand have a place in consumers' minds. Marketing begins with public relations, and advertising is a continuation of public relations. Therefore, public relations play a role in reminding consumers in branding and advertising. I combed through some of the points in the book, hoping to have something different in brand building.
I. Today's advertising is biased towards artistic forms, and is no longer responsible for sales. As Reese said in the article, an effective channel to build a strong reputation is to find a rival. For example, Pepsi has found Coca-Cola. Now, public relations have found advertising. Of course, advertising and It's not impossible, but at a certain stage of brand building, we must have self-knowledge and retreat to the second line. For most advertisers, what they do is to communicate with consumers emotionally, that is, "literary and art" workers. Advertising has become art, no longer responsible for sales, and lacks awareness of sales data and financial data. It is difficult to form opinions that are beneficial to the company's
strategy from the data, as the word widely circulated in the advertising industry: "I know that half of my advertising costs are wasted, but I don't know which half."
Public relations are different. Data is just one type of information that public relations need to analyze. More importantly, data, icons, concepts, and cognition can be disseminated into spoken, descriptive information and promote its communication among people. Therefore, the author believes that advertising is not unimportant, but it is not adopted as much as possible before a brand forms awareness. After using public relations to create brand awareness, it can be maintained with advertising emotional communication. The establishment of a brand has slowly shifted from advertising to public relations, but this is not to say that advertising is not important, but to retreat to the second line. Public relations can help companies occupy consumers' perception of a certain demand and win out of many competing products. The information it actually reveals to consumers is that a certain product can best meet your needs, and it is enough. And the job of advertising is to make consumers happily accept this point of view, so advertising is the icing on the cake.
Second, the credibility of advertising is low, and the credibility of public relations is high. Nowadays society is an over-informed society. Newspapers, radio, television stations, networks, exhibitions, street signs, etc. are full of unlimited advertising information. People have to be exposed to a large number of advertisements every day. Information, but people still have to go to work, eat, and sleep, so the energy and ability to distinguish the authenticity of the information has been greatly reduced. For a large amount of advertising information, people are increasingly doubting its credibility, and people are more willing than advertising Believe that there is a public relations activity that hides advertisements in news reports such as newspapers. Previously, OpenCom hosted a nationwide first “Community +” summit forum in 2015. The essence of this was a successful public relations event that improved OpenCom ’s voice and visibility in the “Community +” research area. We must see that whether it is public relations or advertising, one thing is needed, that is, credibility, which is achieved by using media intermediaries. The mentality established by public relations is actually the control of public opinion, effective audience, and verbal content, which makes the communicator endorsed as a credibility on the chain. Advertising is different. Advertising can only consume the credibility of a medium, and it is becoming increasingly untrustworthy.
In fact, the value of advertising is essentially based on the credibility of the content. It ’s just that PR is done more thoroughly, it must happen in the interpersonal communication of the target audience, and the advertisement is more one-to-one communication with the audience through the media, more emotionally, many times we see good Advertisement ideas are often intelligible. The goal of public relations is to spread the virus in a chain form. Since it exists in the form of language information, it is more conducive to spread. Therefore, the butt decides the head. From the perspective of advertising, only the media is propagating. From a PR perspective, the media is writing to readers stories they want to see or at least pretend to want to see.
3. The role of public relations is to build a brand. The role of advertising is to maintain the brand's "PR first, advertising second". The biggest idea is the role reversal. When the management of the company
discusses marketing, their first idea is : How much money do we spend on advertising. But this thinking is outdated. What has a natural advantage in the marketing family should be public relations, and the strategy is created by public relations. One of the best examples of PR brand building is Linux. This is a brand that has never had any advertising, but this brand has 99% awareness in the high-tech field, such as Red Bull, the fastest growing fashion brand in the world — —Zara, a Spanish clothing retail brand.
In fact, advertising and public relations both have a great effect. They are not isolated in shaping and maintaining the brand. They should be combined to form a joint force. It is unreasonable to simply use them according to the stages of marketing activities. For a small and not well-known company or organization, the role of advertising must come quickly. For a large company that is already well-known, It is reasonable to use advertising to maintain its brand position. Advertisements and public relations "have to grasp both hands and be hard on both hands", but we must distinguish between priorities according to the actual situation. "Advertisement is the wind, and public relations is the sun." Only the sun can make people take off their clothes.
In this era, the cost of public relations is constantly increasing. When public relations people are immersed in making money, smart advertisers should readily accept the strategy of making money by following public relations. It is the smart person's approach to follow the trend. The refutation out of context has nothing to change, it can only show the fatigue and unconfidence of the industry.
Finally, we must remember a few parallels that distinguish advertising from public relations: advertising is spatial, and public relations are linear; advertising uses the big bang method, and public relations uses a slow accumulation method; advertising reaches everyone, and PR reaches some people .