Resumo de Pr Vis-a-vis Advertising

Industry-wise, PR can make a better contribution in specialized industries like Biotech, Healthcare or IT, because the technical intricacies and near intangibility of the service offered makes it difficult to get the message across through advertising. Robin M.Sachs brings out this point clearly when he says, ? PR is most important, and therefore, should be better funded, for companies with a high FUD factor. FUD stands for fear, uncertainty and doubt- an aspect of business that will influence how you approach a communications program. The media, as well as the public experience FUD when introduced to a new company, product or service. Technology is one of those industries that benefit from PR over advertising because of the general uncertainty about the products in the market?.Companies with a pricier product also gain more return from public relations because the public is more likely to purchase a big-ticket item from a company that has been validated by the press.?
What above statement implies is that as far as adaptability to specific target audience is concerned, PR has more flexibility. And who else can put this into words better than Richard Edelman, ? Advertising is like driving a sedan on a superhighway. Public Relations is an SUV that can go off-road and adapt to various kinds of driving conditions very quickly. That adaptability is essential in today?s minute-by-minute communications world, where people issue challenges on the Internet that are not always substantively based. For more complex products, a message wrapped in a 30-second commercial is not sufficient to get a consumer to act.? He further adds, ? Advertising works very well using simple, associative and repeatable messages?..Public Relations should be seen as a long-term commitment to engaging all publics throughout the product life cycle.?
Another difference between the two is possibility of Client continuity. Whereas in case of Advertising, an international firm can service the same Multi National Client in all the regions. In case of PR, the same can not be applied. So, Client continuity is less of a possibility as far as Public Relation Services are concerned. This explains the preference of some Agencies for going solo, in spite of the expertise, infrastructure and experience that can be utilised in a tie-up.
In an interview to Business Standard ( May 26, 2006) , Mr. Lokesh Tiwary, Group President, PR, Rediffusion DY & R, had this to say about the distinctions, ? Firstly, in advertising, relationships tend to get project-centric, even if one tries to build long-term relationships, but in PR it is essential to maintain such relationships for the creation of good brand value. Secondly, nothing has better recall value than good content, while a good ad can still be forgotten. Thirdly, in advertising, while the creative content rests with someone else, in PR it is done by the strategic planning cell or the person directly dealing with the client. And, finally, in PR, cost is not a deterrent, unlike in advertising.?
But each of the two has its own strengths and limitations. At times, one becomes essential. Lee Iacocca, who is renowned as the CEO who revived Chrysler Corp had this to say about the significance of PR during the crisis period for Chrysler, ? A lot of people can talk about what PR can do for business. But I can tell you about what it can do for your survival?. Effective Public Relations was our life support for a while, and believe me, I am not overstating the case. We were not running on fumes ( referring to Automobile sales) anymore, we were running on faith.? Conversely at times of malicious campaign against a firm by certain vested interests with hidden agenda, can better be addressed pronto through well-planned advertising campaign only. One can think of plenty of examples when full-page newspaper advertisements were issued by firms to counter allegations and clear confusion.
Following international trends, most of the ?big? Advertising firms in India have diversified into or have plans to expand to include Public Relations in their portfolio or offerings. This in fact is no longer a matter of choice for them, rather a compulsion, because the Clients now prefer a one-stop shop which can offer them comprehensive services encompassing the whole gamut of Integrated Marketing Communications. India is also attracting foreign firms which are facing saturation levels in Western hemisphere, and are therefore looking East. The fact that the market size and fee levels in India are gradually moving towards international benchmarks is also a contributing factor to this phenomenon. In fact, the overlap in services offered by Advertising and PR firms, where they are separate, is increasing day by day. Event management, Brand Management or direct marketing are no longer in the exclusive domain of one or the other, the boundaries are thinning. Let me conclude the article by a witty statement from yet another expert, Howard Stephenson, who gives an interesting real-life analogy to comment upon the relation between Advertising & PR. He says, ? Public Relations and Advertising are not parties to a forced marriage or even a marriage of convenience. Nor are they identical twins who merely wear different clothes. They are more like college room-mates, wearing each other?s coats and ties on occasions, dating the same girls once in a while, but alike in their loyalty to alma mater.?

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