I am with The Donald on this one

By John Masterson.

I am frequently asked what is the difference between advertising and PR. Recently I came across the following quote in a book. I think he puts it very well.

The author is well known for many high-profile hotels and office skyscrapers in New York. Here is what he said:

“If I take a full-page ad in the New York Times to publicise a project, it might cost $40,000, and in any case people tend to be sceptical about advertising. But if the New York Times writes even a moderately positive one column story about one of my deals, it doesn’t cost me anything, and it’s worth a lot more than $40,000.”

In short the same story written by a journalist in a newspaper is a great deal more credible than if it appears as an advertisement. Much of what we read in our papers, hear on radio or watch on TV has come about on foot of a pitch from a PR company telling a story that will interest their audience.

The above quote only has one flaw. He says it is free. Most people will pay a professional PR company to target their story in the most appropriate place for their client.

But most people are not Donald Trump.

Successful PR will give the client good value for money and impact on their bottom line.

(The above quote is taken from “The Art of the Deal” page 105).