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Pez Easter Egg Hunt Provides Lesson In Bad Event Organization

Pez Easter Egg Hunt Provides Lesson In Bad Event Organization. Yes PEZ, it was your fault.

In a public relations disaster that reminded me of the WKRP-AM Thanksgiving Day Turkey Drop, the third and what is likely the last ever Easter Egg Hunt at the Pez Museum in Orange, CN. deteriorated quickly into a shoving match between parents who feared their children would not get any free candy. The only way most people would consider eating the fruity/sweet candy tablets is if they were free. The dispensers have a nice following by collectors, but they do not approach any other collectible like LEGO, or even bottle caps.

PEZ are now the poster children for terrible event planning. If there were an award for, they would surely win.
PEZ are now the poster children for terrible event planning. If there were an award for, they would surely win.

But if you want a lesson in how to not organize a special event, the Pez people have provided a world class example. Here is how to really screw up your next event.

  1. Understaff your event. Instead of extra security or even temporary employees to help keep order, make sure mom and dad are behind the ropes, etc. just trust God and luck that everyone present at a free event will be kind, generous and polite.
    1. The Remedy: Have a lot of staff and event security on hand and make sure they are very visible. There are lots of companies that provide services like these for stadiums, ball games, concerts and yes, sigh, egg hunts. Brief them in advance about their roles, locations and responsibility. Make sure they can communicate via walkie-talkie with you, the PEZ organizer. And while you are at it, hire some extra uniformed police officers as off duty security. They can use the money and you are likely to have a better event.
  2. Do not issue tickets or wristbands. When you invite everyone, everyone will show up. Add the word ‘free’ to anything and the demographics of the crowd just got really bad. Life’s overachievers are not attending anything with the ‘free’ label. I learned in college that when hosting a beer party at the frat house during rush to charge at least $.25 cents for beer. Party goers will run out of quarters eventually and the hobos will seek refreshment elsewhere.
    1. The Remedy: Charge something even if it is just a dollar donation to a charity. When you say it is free is has that value stamped on it which is nothing and will be treated that way. Charging a donation will help to weed out the riffraff. When people give their dollar, the child gets a color coded wrist band based on his or her age and is directed to the field where they belong.

      With free eggs in plain site, no boundaries or security present it was a wonder that more people did not get hurt in the PEZ Easter Egg Melee of 2016.
      With free eggs in plain site, no boundaries or security present it was a wonder that more people did not get hurt in the PEZ Easter Egg Melee of 2016.
  3. No ingress or egress that is clearly marked. The fields were wide open and the eggs were clearly in view and remember they are free, right? So given that they have no value, why obey any rules? Don’t ask, just take.
    1. Have a gate or turnstile that allows people entrance to the hunt area one or two at a time. Since you already hired extra security people they are watching the entrance to make sure that there are no jumpers or freeloaders present.
  4. No learning from the past or other similar events. No need to study up on what could potentially or has gone wrong for organizers at other, similar events. Every day is a brand new day!
    1. Remedy, do your homework.  It does not take a genius to search Google for information on events like this and learn the do and do not do’s of special events. This article for example will show up in the do not do list next year.
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Texas Needs A Law Against Texting While Driving

I’ve lived in two other states and this our second time to be in Texas. My wife and I were born here and my great great grandfather was a Texas Ranger. I’m no newcomer or Yankee. That we allow texting while driving is beyond me. Last May the Texas legislature failed to pass a law against this and Texas is one of just six states in the U.S. to not have at least a statewide ban on texting behind the wheel. (Texas bans younger drivers from any cellphone use while driving, along with barring all drivers from texting or hand-held cellphone use in school zones.)

Why does Texas need a law against texting while driving? Easy. We have a lot of people who own cars in the state who simply lack the good sense not to text while driving. That’s why.Ban Texting.jpg

Anyone who believes their personal freedom is at stake over such a law cannot be taken seriously and are the reason the rest of us need to be protected. Don’t wear a seatbelt? No problem, I don’t care. You’ll grab serious air flying through the windshield and will not harm anyone other than yourself. Not going to wear a helmet while on a motorcycle? Hey we need organ donors now more than ever. But when you text while driving you put others at risk. Kill yourself through ignorance and arrogance if you like, but leave the rest of us to die quietly of natural causes.

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Martin Shkreli An Awfully Rich Guy Who Is Really Awful

Martin Shkreli An Awfully Rich Guy Who Is Really Awful.

Martin Shkreli Beyond Any Help from Public Relations Pros.

With a smirk that would be the envy of The Grinch Who Stole Christmas, former drug company CEO and future convict, Martin Shkreli made his disdain for human kind even more clear during his recent testimony before congress. Shkreli has a future of both prison and anal rape he will experience  sooner than not, which should help reassure people that Karmic justice is real and visited on d-bags like this. But the site is about public relations, so let’s deal with that.

What serious adult would post something like this about his congressional testimony?
What serious adult would post something like this about his congressional testimony?

Is All Publicity Really Good?

No, oh goodness no. Shkreli attracted lots of coverage and all of it was the wrong kind. Revealing to the world that you are a dick of epic proportion is not in your best interest or of your employees, customers or shareholders. Flaunting your success and thumbing your nose at people who have no choice but to buy medicine from you is a bad strategy. A friend or trusted ally would tell people like Martin that his communication strategy was poorly thought out and yielding the opposite of image building. Bad guy wrestlers are more appealing than this former business leader. Of course it is not likely that Marty has many friends.  It’s more likely that those close to him are delighted to see him fail. I know I am.

Martin Shkreli; an awfully rich guy who is really awful.
Martin Shkreli; an awfully rich guy who is really awful.

Pathological?

It’s odd to see someone who has been so financially successful embrace failure on such a grand scale. Maybe there is something wrong with him, like borderline personality disorder or narcissism or something like that? Who knows. Dammit Jim I’m a flack not a head shrinker.

If He Were My Client?

If he were a client of mine I would suggest he avoid any public venues, make no statements about anything and check into some kind of rehab or mental hospital. Change the story from the one out there and make him a victim of some type of mental health challenge. Then get him a puppy from a shelter, make a big donation to same shelter all while apologizing for everything and stating that he will spend the rest of his life ‘working to make things right.’ What are the odds?

No Chance For Marty

I have no sense that Marty is contrite in the slightest. Quite the opposite in that he seems very pleased with himself and how much more clever he is than the rest of us. Until the reality of anal rape starts to register with Marty, I can’t envision him adopting a puppy or being sorry or even pretending to be. I can envision him getting bent over a prison cot often and deliberately, over and over and having to sit on one of those doughnut pillows.

“Pharma bro” Martin Shkreli pleads the Fifth before Congress but has plenty of snark on Twitter

 

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Social Media Lessons From National Signing Day

Social Media Lessons From National Signing Day. Never mind that I graduated from the University of Houston with a B.A. in Political Science or that my graduate alma mater (The George Washington University) does not play football. There is a lot those of us in private business can learn from recruiting high school football players. Here are a few brief lessons.

Whether recruiting football players or bank customers, let them know you appreciate them with every opportunity.
Whether recruiting football players or bank customers, let them know you appreciate them with every opportunity.
  1. Have fun. If you look at what the people at Houston did on Twitter the morning of signing day, it was clear they were having a good time.
  2. Ask your famous friends for favors. If you are lucky enough to have famous friends, and they really are your friends, they will not mind.
  3. Win. If you have won industry awards show them on line. People like to be associated with winners.
  4. Publicize testimonials. If you have customers who like and appreciate what you do for them, ask them to go on the record with their recommendations.
  5. Relate to the audience. In the case of head coach Tom Herman it was betting the team that if they won their conference championship he would get and wear a gold and diamond ‘grill’, a piece of jewelry popular with the young people.
  6. Think big and act big. Houston is not in a Power 5 conference and should not get the attention it does. But by ignoring the old stereotypes about the school they have completely repositioned themselves as the place to be.
  7. Ignore haters and trolls. We live in the age of the so called internet thought leader. One persons’ leader is the other persons’ troll.

To read the entire article, go here:

Houston Brought In Everyone From Paul Wall To J.J. Watt To Help With Signing Day

 

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A Client On American Idol?

A client on American Idol? After spending my career in mostly business to business public relations, marketing communications and more recently content marketing for the chemical manufacturing industry, I now have a client who is a very talented singer and songwriter. But that is not the point of the story. The point is to introduce an  extremely bright, talented young person who at the age of 16 was organizing national publicity for a new song. Not a cover of a song by someone else but an original tune. A new song she had not just performed but had helped write. Her name is Mary Desmond. You can read more about her in the release below. The surprise (and frankly source of pride) for me was how I came to know her and what I learned from her.

Mary Desmond with her “golden ticket” to Hollywood Week as part of the farewell season of American Idol.
Mary Desmond with her “golden ticket” to Hollywood Week as part of the farewell season of American Idol.

Last summer I had just started getting serious about consulting on a full-time basis and it was slow going. Anyone who transitions from employee to entrepreneur will tell you that this is not an easy change. To get the ball rolling, I had done several things to introduce the business including press announcements and even some advertising on Google. One afternoon my phone rang. A nice young lady on the other end asked if did press releases? Yes, I do! She described a new song she had co-written with another songwriter and that they were looking for publicity. The release was for their song ‘Lily’ which has a touching story behind it, but we’ll save that for another time.

I wrote the release, put together a media list and went to work. The news was reasonably well received by the entertainment media, and her You Tube hits on the song jumped from a few hundred to over 10,000 in just a couple of days. Noteworthy results  for an original song by accomplished artists, though neither was a household name.

A few days later I spoke to Mary again about her schedule and the possibilities for her to make time for some interviews. She replied, “I have school during that time.” School, of course. I wondered aloud where she went to school, thinking it was probably UCLA, USC or Cal Berkely. “I go to Mission Viejo High in Orange County,” Mary said.

During this time, Mary had paid her bill on time and was easy to work with and understood the value of publicity. That she was a wise beyond her years as a 16-year-old was what was interesting. I do not know what anyone else was doing when they were 16, but organizing public relations campaigns for my career was not on my list. So what can the rest of us learn from this story? The value of focus and determination.

Mary has a single vision and goals for her career. She works hard on achieving those goals every day. While she experiences occasional rejection, she shakes it off and keeps going. Of course, she is talented and has a great family and those things count. But what counts more, in my opinion at least, is just the sheer grit, sticktoitiveness and optimism a girl in southern California has for her future. That is remarkable.

Since then we have had the chance to work on several things together, including work to help benefit the California March of Dimes. Along the way her father asked me to help promote the non-profit “High Hopes Head Injury Program” where he and Mary’s mother both work. They too achieve great results and inspire me as well.

Regardless of how things turn out for Mary on American Idol, my opinion is that young Miss Desmond will be extremely successful. I appreciate the example she sets and hope others will as well. And yes,  a guy who spent most of his adult life doing public relations work for a really big chemical company, now has a client on American Idol. Isn’t that cool!

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Knowing What You Know Now

Public relations counselors tell clients and colleagues not to speculate. More often than not speculation comes in the form of questions to predict future outcomes. It’s a scheme designed by reporters who want interviewees to say something foolish, improbable, with no basis in reality or all of the above. The advice so many of us give is that no one has the gift of prophecy or the ability to predict the future and that doing so would be silly. Do not speculate, talk about things that you know for certain and stick to that.

Admiral Akbar of Star Wars was not present during the Jeb Bush interview on Fox News.
Admiral Akbar of Star Wars was not present during the Jeb Bush interview on Fox News.

The media has now caught up with the public relations industry and reinvented the speculative question. Instead of predicting the future, interviewees are asked to second-guess themselves about the past. The most famous and recent example was on Fox News when during an interview with Former Florida governor and brother of President George W. Bush the Iraq war came up. Megyn Kelly asked Bush, “knowing what we know now, would you have authorized the invasion?”

Jeb Bush response to the 'knowing what you know now' was a full frontal fail.
Jeb Bush response to the ‘knowing what you know now’ was a full frontal fail.

Bush is no stranger to media or interviews. He comes from one of the most covered families in history. His experience as governor along should have sent a signal to his brain that said, ‘it’s a trap’. Sadly for Bush, there was a short circuit. He fell into Kelly’s trap. It was a full frontal fail. Here is his quote:

“In retrospect,” Bush continued, “the intelligence that everybody saw — that the world saw, not just the United States — was faulty. And in retrospect, once we invaded and took out Saddam Hussein, we didn’t focus on security first, and the Iraqis, in this incredibly insecure environment, turned out the United States military because there was no security for themselves and their families. By the way, guess who thinks that those mistakes took place as well? George W. Bush. So just for the newsflash to the world, if they’re trying to find places where there’s big space between me and my brother, this might not be one of those.”

The news out of this was not what Jeb expected. His answer was covered in plenty of other places, and that is not what this posting is about. Jeb should not have answered the question.

Megan Kelly of Fox News.
Megan Kelly of Fox News.

Instead of talking about what might have been, Bush should have taken the prophecy advice and flipped it around. He could have said, “it’s pointless to discuss what we might or might not have done. I am not able to go back in time and undo any decision or action. Instead of wondering what might have been done differently, we need to concentrate on what is happening now…”

The ‘knowing what we know now’ question has a life of its own. The time traveling/navel gazing type of inquiry is part of the arsenal of passive aggressive reporters, thanks to the ill-advised answer Governor Bush gave. Remember, just talk about what you know now. Not what may come or what you would have done.

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6 Recent News Stories and 8 Regular Features That Will Keep Media And Public Relations People Off The Air And Out Of Print And What To Do About It

6 Recent News Stories 8 Regular Features.

Thank Goodness for Weekends, Public Affairs Programs, and Slow News Days.

Most news that public relations people are asked to help make is not earth shattering or life changing. Stop protesting; you know it’s true. More often than not, we are asked to help make “soft news” visible. That does not make you (or me) bad or silly or indicate that we lack discernment. It merely acknowledges what we all know to be a fact of life for the modern public relations person.

The media have limited resources and only certain types of stories they want to cover. Take your story to the weekend if you want to get covered!
The media have limited resources and only certain types of stories they want to cover. Take your story to the weekend if you want to get covered!

Soft news comes in lots of forms that include but are certainly not limited to, new product introductions and demonstrations, new location openings, speeches, new brochures, seminars and other promotions. Occasionally there is an issue on which a client wants to air an opinion pro or con about things like red light cameras, building permits, property and sales tax increases or decreases. Regardless of how interesting or not these are to you, the people paying the bills want exposure. When are you likely to not receive any? On days when something dramatic happens and the news cycle is focused on that happening.

Clients and bosses will not be sympathetic when you tell them that what they want covered is not terribly newsworthy. At the same time, you want to collect a fee for your work or stay on the payroll. You have bills to pay too!

Bad Days for Public Relations People

Newsworthy events that sucked the air right out of the office lately were: disturbances in Baltimore, disturbances in Missouri, the Boston Marathon Trial, Hillary Clinton, the German Wings Airline Crash, the ISIS attack in Garland, Texas, etc. If you are planning an event in a larger media market, you can plan on competing for the limited resources of local news reporters with these and similar events. And do not forget the usual reporting on auto crashes, apartment fires, armed robberies, bad weather, good weather, cute animal stories, cute children stories, and sports that clog the airways and fog the minds of viewers/readers/listeners. What does a public relations person do when faced with normal reportage and hard news? If possible, plan to release your news on a typically “soft news day”.

When you wake up on the day of your release/event and the TV is full of some war or rumor of war, explosion, spill, or natural disaster, move your event to a weekend, or holiday. Yes, there are fewer news crews and reporters available on weekends and holidays. There are also fewer stories to cover. So put your story where the others are not, Saturday or Sunday.

Since news resources are scarce, be prepared to visit the local station (TV or radio) with your news and demonstration. If you go there, it frees the assignment editor to send his reporters elsewhere. Most TV stations have long form news programs on Saturday. Use them as avenues for publicity. For radio interviews, use the phone. Phone interviews are easy to record and re-broadcast. They are also easier to book with the producer you will deal with to get on the air.

In conclusion, take your soft news to a softer time of the week, the weekend!

 

 

 

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Media and Public Relations Introduces New Press Release Writing Service

Media and Public Relations (mediandpublicrelations.com) is introducing a new press release writing service for North America. The service will help those who know they could benefit from a news release but do not have the skills or the time to produce one. images-1

The press release is the best way to communicate news about any type of enterprise to editors, reporters and bloggers who cover an industry, practice, non-profit or charity. Unlike ads, direct mail or blogs, the press release is formatted and written in a no-nonsense way that helps journalists inform their audience about news that will be meaningful to their readers and listeners.

Business writing in general and journalistically styled releases in particular are difficult to produce and then get published. Not everything is newsworthy. Reporters hate it when businesses send them what amounts to commercials in the guise of a news release.

If any information is not right for a release to the news media, the public relations veterans at Media and Public Relations will edit information into a newsworthy format. For those  starting with only a blank sheet of paper and nothing written, no problem. The people at Media and Public Relations can do an  interview over the phone to draft, review and edit a news release in the format and with the content needed. “I’ve got a soft spot for start ups and entrepreneurs,” said owner Harold Nicoll. “I especially like those who have some very cool product or technology or skill that will make lives better, cheaper, faster, and at the same time reward them for their know-how. So many of these folks know a lot about their respective field but nothing about how to market and sell their wares. I can help.”

Release Basics To Get Me Started

[contact-form][contact-field label=’Your Name’ type=’text’ required=’1’/][contact-field label=’Your Email’ type=’text’ required=’1’/][contact-field label=’Your Website’ type=’text’/][contact-field label=’Your Company Name’ type=’text’ required=’1’/][contact-field label=’Nature Of Your News ‘ type=’textarea’ required=’1’/][contact-field label=’New Product or Service?’ type=’text’/][contact-field label=’New Location?’ type=’text’/][contact-field label=’Award? ‘ type=’text’/][contact-field label=’New Employee(s)’ type=’text’/][contact-field label=’New or an important discovery or breakthrough?’ type=’text’/][contact-field label=’Is Your News Time Or Date Specific?’ type=’checkbox’/][contact-field label=’Is Your News Confined To A Specific Place Or Geographic Location? ‘ type=’checkbox’/][/contact-form]

Or Contact Me Directly

My e-mail is haroldnicoll@gmail.com and my phone number is 979 292 8026. Or, fill out the form and I will go to work for you. Payment is via Pay Pal. But first things first, fill out the form or call or e-mail me and I will get back to you within a single work day or sooner.

About Media And Public Relations
Harold Nicoll, APR is the owner of Media and Public Relations. He a veteran public relations, marketing communications, content marketing and public affairs expert. He started his career at Hill & Knowlton Public Relations followed by 23 years at The Dow Chemical Company. He is “Accredited to Practice Public Relations” by The Public Relations Society of America. He has a Master of Strategic Public Relations Degree from The George Washington University and a Bachelor of Arts Degree in Political Science from The University of Houston.

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9 Surprise PR Tactics That Will Make You Irresistible to Reporters

9 Surprise PR Tactics.

This article “9 Surprise PR Tactics That Will Make You Irresistible to Reporters” was published by PRNews and written by Steve Goldstein on April 16, 2015.  Enjoy!

Attend any panel discussion featuring PR pros and journalists, and within five minutes of its commencement you’ll hear one of the journalists say, “I delete email pitches in batches of 20 with hardly a glance at the subject lines.”

Then comes the inevitable follow-up question from the audience: “So what would it take for you to open my email?”

And the answer: “Know my beat, read my articles, give me real news I can use.”

Silently, the PR pros in attendance grumble in unison: “But if you’re deleting everything without looking, then what difference would that make?”

Tania Luna, co-author with LeeAnn Renninger of the new book Surprise: Embrace the Unpredictable and Engineer the Unexpected, would encourage those silent grumblers to think beyond the

Follow these directions to be a more sought for interviewee.
Follow these directions to be a more sought for interviewee.

journalist/PR pro dynamic and harness the elemental power of surprise to cut through the noise and make a connection.

“One of the most challenging and rewarding aspects of working in PR is building relationships with reporters,” says Luna, who will be the keynote presenter on day two of PR News’ Digital PR Conference, which will be held June 1-3 in Miami. “Luckily, things get a lot easier when you have the science of surprise on your side. When you pleasantly surprise people they think of you more often and are more interested in what you have to say.”

Here are nine tips for bonding with reporters from co-authors Luna and Renninger:

1. Jump over the expectation bar: Our brains are delighted when someone exceeds our expectations, disappointed when someone falls below the bar and unmoved when someone meets our expectations. Take the time to learn what each of your contacts expects (what topics do they prefer? what style? what format?) and find ways to exceed expectations at every point of contact (e.g., offer all necessary links before they have to ask; use bullet points so your pitch is easy to digest).

2. Under-promise, over-deliver: Here is a shortcut to exceeding expectations from author Tom Peters. Set expectations just an inch lower than you plan to deliver, then over-deliver every once in a while (e.g., promise you’ll respond in 48 hours, then reply in just two). Pleasant surprises release dopamine in the brain, a neurochemical associated with excitement and interest.

3. Do a scriptease: So many of our interactions feel scripted and formal. Leave your script aside and connect with reporters the way you would with friends (respectful but playful and authentic). Authenticity builds trust but also triggers people’s interest.

4. Give just because: Be helpful or encouraging for no particular reason (even when you aren’t trying to place a story). Research shows that we think about random acts of kindness longer than we contemplate explained kind behavior (and random kindness makes us happier).

5. Bury a cookie: Find ways to tuck small delights into your interactions. Can you sneak a joke into your conversation? A genuine compliment? A funny GIF into your email? In a study, researchers found that even a handwritten Post-it Note can be personal and unexpected enough to double response rates to a survey.

6. Build knowledge gaps: Spark curiosity by pitching your stories in a way that shows readers you know something they don’t. Our fascination with mystery is the reason listicles work so well. (Just compare these two titles and see which one your brain likes more: “These 8 Subject Line Tweaks Will Get Everyone to Open Your Emails” vs. “How to Get People to Open Your Emails.”)

7. Tell stories: Most of us are familiar with the power of story, but it helps to know why stories work as well as they do to remind us that we have to weave stories into our pitches. Because stories have mystery at their core (we want to know what will happen next), they trigger the P3 brain wave—this cognitive shift grabs our cognitive resources and forces us to pay attention.

8. Design experiences: Devise opportunities for your contacts to have an emotional, multi-sensory experience with your company or story (hint: the more senses you engage, the more memorable the experience will be).

9. Harness fortune cookie psychology: A handwritten thank-you note will trigger a burst of dopamine in the recipient, but the same card with the same message sent several times will soon fall flat. Take a tip from the fortune cookie and switch up how, when and why you reach out to say thank-you or offer a tip. In short: Exceed expectations, be genuine, be mysterious and delight often.

Tania Luna will be the keynote presenter on June 2 at PR News’ Digital PR Conference in Miami.

Follow Tania Luna: @Surprisology

Follow Steve Goldstein: @SGoldsteinAI

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The Differences Between Public Relations and Advertising

The tradeoffs for advertising and public relations are many and tilt toward p.r. But if you can afford to advertise, then do so.
The tradeoffs for advertising and public relations are many and tilt toward p.r. But if you can afford to advertise, then do so.

For business owners who are just starting out, knowing the difference between advertising and public relations is important. Advertising is paid for, public relations is earned.

When you are able to convince a reporter to write a story about your company, cause or candidacy it is positive public relations. It is written or broadcast as a news story or feature. Those who see it will know that it is not a paid advertisement. Stories that appear in the media as editorial or news items like this are granted more credibility and are better remembered than ads because they were written and validated by a 3rd party who has no financial stake in the company or cause covered.

Depending on who you ask, articles that are presented as news are 5 – 100 times more valuable than an ad with the same information. In fact, a recent study from by Nielsen commissioned by inPowered on the role of content in the consumer decision-making process concluded that PR is almost “90% more effective than advertising”. According to the study, “on average, expert content lifted familiarity 88 percent more than branded content…” but I think that’s low.  Your ad is unlikely to attract positive attention like invitations to speak at conferences. With advertising, you tell people how great you are.  With publicity, others tell how great you are.  The later is more effective and persuasive.

Advertising Is Beneficial

An advertisement is purchased and people who see, read, or hear them know that advertiser paid for the time/space allowed. Paid media is a great way to promote a business and though my background is in public relations, I often use and recommend advertising. But realize that everyone who experiences your ad will acknowledge that you paid for it, compared to the public relations placement that was earned. With advertising you can pay for the right to tell your story the way you want it told. And you can tell it as often as you want to or can afford. It’s not for nothing that you sing the Armor Hot Dog song, or started doing a Mathew Mcconaughey impersonation of him while driving a Lincoln (mine is spot-on, but I have the advantage of being from Texas, ‘time is a flat circle…”).

Advertising also allows control, where public relations cedes control to the reporter or editor who publishes/broadcasts the story. When I was working for a large chemical manufacturing company whose name rhymes with “cow”, those interviewed by the trade press would ask or in some cases demand that their words be reported exactly as they were uttered. I recommended they buy an ad if they wanted that level of control. For the demanders I found someone else to do the interview when the next opportunity came to us. And for those who have trouble relinquishing control, pursue advertising. When you rely on a reporter to tell your story you are at their mercy. But the trade off of control for other benefits is such that it is a really good bargain. Here is why.

Endorsements

Next to word of mouth endorsements by your friends and neighbors, articles and news stories have a lot more sway than an ad. The fact that a public relations person wrote most of the article, sent the photo, told the interviewee what to say and what not to say are facts below the radar. The public is not aware of any of those details. All they see is an editorial about how good the product, service, candidate or cause is. They never see anything or have knowledge about how the story got there, unless they are reading this. Another difference is the cost.

Expensive vs. Not Expensive

Public relations is far less expensive than advertising. When you see the reports of how expensive a minute of advertising is on the Super Bowl, that is only part of the story. The costs to employ writers, editors, actors, stunt people, costumes, make up, lights, sound, video cameras, editing, etc. are all contributors to the to the costs of advertising. Public relations will employ a client representative who more often than not does all the writing him/herself. Sometimes there is a photographer or videographer and that’s pretty much it. In the case of value for the dollar, public relations deliver far more than the cost.

 

Comparison of ads vs. p.r.

 

Ads                                                                  P.R.

Paid for                                                           Earned

Control of content and frequency                  No control or guarantee of coverage

Less credible                                                   Very credible

Expensive                                                        Not free, but not that costly

Good for exposure                                          Good for memorability

Shameless sales appeal                                   Conveys importance

 

Here is my final word on this for now; if you can afford to advertise you should. But if you are advertising do not neglect the public relations possibilities for your enterprise as they are many. Do both. If you can only afford one or the other choose public relations. It will deliver far greater value and better outcomes for you.