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WHAT IS THE DIFFERENCE BETWEEN PR AND ADVERTISING?

Image with text "Advertising is saying your good. PR is getting someone else to say your good."

There is a common misconception that if a company engages in paid adverting that they have little need for PR. Róisín Maxwell explains exactly why this is not the case.

So what is Advertising? Róisín explains, “It is paid for promotional space throughout different types of media including online, print, TV and radio. PR differs greatly!  It is a strategic communication process that builds relationships between organisations, the media and the public.”

Although advertising allows a company to have a consistent presence in publications or on air, editorially placed articles and broadcast interviews are more beneficial when it comes to a business telling their story. PR sparks a connection with your audience and promotes key messages. Consumers are more likely to believe and trust an article or broadcast interview opposed to an advertisement that they know has been paid for.

Advertising and public relations work well together but each have individual benefits that the other is unable to deliver.

PR campaigns and activity bring an element of credibility that advertising doesn’t. Independent editorials, features and interviews on a company or brand is given more attention than a paid advertorial which many people now skip and barely skim. PR done well adds value to the companies’ message, tells the businesses story and grabs attention.

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Research reveals pets mirror owners personalities

Image of a Puppy

Petmania are searching for six #RealDogs full of personality

 As all pet parents know, dogs have amazing personalities and each pooch has their own unique personality traits. Recent UK Research has shown that dogs often mirror their owners’ personalities, picking up many of their traits.

Petmania have launched a one of a kind initiative that focuses on dogs bright personalities. The specialist pet retailer has teamed up with Purina Beta for this Real Dogs campaign and it will see pet parents analyse and understand their dogs’ personalities. Read more

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Is there an Old Grey Whistle Test for Writing a Press Release?

PR, Press Release Format

By John Masterson

John Masterson presents The Saturday Brunch and guest hosts The Sue Nunn Show on KCLR96FM. He is also a regular contributor to national radio and a columnist for the Sunday Independent. John is a managing director of Purcell Masterson PR and Communications.

Is there an Old Grey Whistle Test for press releases? Over the years I have written a goodly number of press releases, reviewed ones being developed in Purcell Masterson and been on the receiving end of many when working in television, radio or journalism, all of which form part of my media life.

I always read a press release as if I was about to conduct an interview on the subject, live, and with just a commercial break or long pop song to give me time to decide what to do.

First of all I take in the headline as it directs my thinking and gives a clue as to what my first or last question will be. Then I circle all of the important information. The When, Where, Who, Why etc. and ask myself is there anything crucial I would like to know that is not there.  The one thing you do not want on live radio is to ask a question and get an “I don’t know.”

I look for a quote and think about how to get that quote on air without the person sounding like they are reading it. I check for websites and dates and I know I will probably close the interview with that information.

But most importantly I look for things that will interest the audience, and almost instantly decide that this interview might be worth a few extra minutes, or check what music or other material I have to hand in case it dies.

Everyone in the media thinks of their audience. The most important thing a press release can do is to attract the attention of the appropriate editor / producers who will place the material in the best slot to get your message through to the people who want to know about you.

Read it as if you knew nothing. And ask yourself, would the audience you want to know about the material, be interested. And will the gatekeepers en-route to that audience be sufficiently impressed to pick up the phone to the PR agency rather that use the shredder.

If you enjoyed this article you may also enjoy When to Write a Press Release and When to Pitch.

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Naoise Coogan

By Naoise Coogan

A press release is a good method by which you can inform the public of something new and interesting that is taking place within the company/organisation. It is an effective way to reach out and tell the general public about something that they might like or need, to know. We write press releases when we believe there is something that is deserving of media attention.

In order to attract the media’s attention, we need to ensure that we write concise and interesting press releases that will be enticing to journalists and producers within the print, TV and radio realms. Bearing in mind they receive hundreds of press releases on a weekly basis, there needs to be a good reason in the headline for them to pick it up and consider it. A good PR agent has the expertise to ensure that your press release will reach your target audience and offer a hook to journalists that they will not be able to ignore! Editors are always thinking of their readers, listeners and viewers.

Only issue a press release if you have something interesting to say! There is no point in writing a press release and taking the time to send it out and follow it up, if there is nothing of interest or of use within the pages. The most important point of a press release is the hook that will grab the reader and entice them to read it and then use it in their publication and/or programme. Look at the press release critically – would you read it?

Some reasons to issue a press release are as follows:

  • To alert the public to an event, study results, a campaign, charity event or news story in the area.
  • To inform the public of a new business or service that is now available
  • To build the profile of a business and proprietors of the business within a community
  • To remind the public about a company offering and about the company strengths in this regard
  • To inform about a new product on the market.
  • To give journalists the correct steer on an upcoming issue from the company’s perspective
  • To generally promote the brand and profile of the company within the public eye when there is a good reason to do so.

Bearing in mind that although you think your press release is of utmost importance, many journalists will not. Pitching journalists in an enticing manner is vital.

A good PR agent will choose your audience correctly by targeting journalists who are relevant and will write or speak about the topic in which you are promoting. There is no point in targeting a motoring journalist with a story about property or vice versa. PR professionals will think about the key media targets active on the issue you are discussing and target these people first and foremost from their contact lists.

The world of newspapers in particular has changed dramatically in the last decade. Now more than ever the news pages of the newspapers are dictated by advertising and are extremely commercially driven. Those that pay will get the space. Now more than ever to target your press release in such a way that it is enticing and worthy of space or airtime. PR professionals are the best people to do this in an appropriate manner.

To summarise, it is advisable to seek professional help when deciding to issue a press release about your business. A PR professional will keep your press release relevant and newsworthy and of value to the reader/ listener while also targeting the correct journalist. It is important to only write a press release when it is merited and pitch it at the appropriate time and to the appropriate person.

If you enjoyed this article you may also like Recycle your Press Release in 7 Easy Steps.

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