The Fall of Advertising, The Rise of PR

Change of thought is the most potent change one can bring about. Personality is powerful, but reputation is supreme! The book by Al Ries and Laura Ries talks about thought change in a novel manner. Speaking of brands like Walmart, Redbull, Amazon, Yahoo!, Apple, Playstation, Starbucks etc. they highlight how the most successful brands in the world did not have to invest in advertising. In fact, they hardly advertised at all!

Although written in 2002 by the father-daughter pair the book aptly describes the need for third-party endorsement. Third-party endorsements are one of the most potent ways to build a brand. PR brings in an element of credibility that no advertisement can ever match up to.

When ad campaigns are made, you are defending a brand after it has been made using other tools and sources. PR is what goes into building the brand in the first place-it becomes doubly essential to strike the right cord with one’s potential customers. Change of thought is the most powerful way to influence a person. Ad campaigns are memorable but not a reflection of the brand’s credibility or the value it has to offer.

Brands spend a hefty amount of their budgets on large-scale campaigns which hardly impact the viewers’ minds. With PR at the forefront, the investment can be put to great use. A lasting impact and effectiveness are outcomes PR can achieve because of its nature. The relevance of PR has been debated time and again globally due to its lack of a standardized metric to measure the effectiveness or ROI of the campaign. Catchy taglines and statements of a click-bait nature can attract attention, leading to substandard ad copies making it to the cut. Although what makes them stay is the value the brand adds to their lives.

While it’s clear that the authors do not mean to diss or look down upon the field of advertising, the simple intent of the book is to highlight or shed light on the importance of an ignored function like PR. With PR at the helm of interactions and communication built with the outside world, advertising can build on the same and create positive affirmations about a business in the minds of its audiences. It is important that both disciplines work in tandem with one another.

Author: Digital Onca

Digital Onca is a blog that documents the concepts of Digital Marketing and Public Relations. Digital Onca is the effort to stay with the times, understand more deeply, more closely the working of a digital space that is steadfastly emerging around us.

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