Monday, August 24, 2009
*Under the PR Umbrella*
In the past, advertising and marketing functions have taken precedence over public relations related functions. This is in large part due to their effectiveness to reach “the consumer.” These days, when the ability to use values-driven management to form long-lasting relationships with a more specific audience and organization is key, the field of public relations has been able to push itself ahead of the pack within institutions, with both advertising and marketing falling under its “umbrella.”
Several other catalysts have also contributed to this shift in power.
1. Relevance to all Communications
For decades the labors of division were clear. Advertisers were in charge of drawing attention to goods and services through campaigns, marketers took care of the four Ps—product, price, promotion, and place—and public relations specialists took care of the press releases and “spinning” tasks. In today’s society, companies and their clients are realizing that a number of new products have failed to sell simply because there is no build-up or market education, a job that is either to costly to market, or not as effective when done by ad campaigns. Not only can public relations activities create product awareness, it can also boost the effectiveness of campaigns in addition to marketing strategies.
2. Ability to Reach Niche Audiences
Markets are becoming more tightly grouped than ever before due to a world of options created by technological advances such as the Internet. Coupled with that are constant budget cuts followed by the harsh reality that there is not enough money to spend on trying to reach the general masses. Rather than downsizing, a great deal of businesses are investing the bulk of their budget into PR, being that workers in the field have to a certain degree, perfected the art of breaking through the clutter and influencing leaders as well as trendsetters, while connecting with stakeholders and consumers that are more inclined towards a product.
3. Flexibility
Unlike advertising and marketing, public relations has the capability to be re-shaped in mid-stream so that companies have more flexibility to adjust without changing the bottom line or focus of their messages over the course of a campaign. PR has also proven to have a shorter turn around time because the information Public Relation campaigns use can also be applied to other campaigns allowing more focus to be puts towards the initial strategy, all of which save both precious time as well a money for organizations.
4. Uses Social Media Networks to Advantage
Applications such as MySpace, Facebook, and Twitter have quickly become the moneymakers for companies not only because they are cheaper than the outdated print and television ads, but because they are the perfect opportunity for viral marketing. By using these sites as promotional avenues, the public relations faction is practically handing promotion to both the masses as well as niche audiences to the company in which they are working for, on a silver platter. All the while, their organization is developing more brand awareness—something that will help make future work or information put out by their client more credible, hence successful.
According to Sissy DeMaria, president of Coral Gables, Fla., public relations firm Kreps DeMaria, "This is business Darwinism right now.” Based on the articles I’ve read, it is my belief that the makeup of organizations are changing, most of which put the most effort, time and money into public relations. Advertising would have to come second in and organization because a provocative campaign can at times stir up more press for PR to handle. Last but not least is marketing. Mainly because there are so many outlets like the social media networks that serve as a cheaper and somewhat more effective alternative.
As DeMaria previously stated, "you're going to see a lot of consolidation in the industry, and only the strongest will survive."
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