How PR and Advertising Work Better Together

by

Integrated PR, Fuzion

For many years we have seen brands and agencies focusing on one discipline as part of their marketing strategy, thinking PR alone will encourage sales with no advertising (be that digital or traditional) or vice versa. But with the rise of the internet and social media, brands and companies are now realising that they need to use PR and Advertising together to be more strategic when it comes to their marketing approach.

There is no longer a one-way channel between brands and consumers.

Advertising no longer controls the distribution of your message and PR is not the only channel telling your brand’s story. Consumers have more power than ever and are somewhat in control of the message your brand tells.

The general public can get a message out about your brand or company in a matter of seconds or tune in to your marketing messages on Facebook, Twitter, Instagram, Pinterest, LinkedIn,YouTube, or other online forums. The list is endless.

This is why it is now more important than ever to ensure your PR and Advertising are working cohesively together.

Advertising versus PR

Paid for advertising needs to promote and reach the people most willing to pay for a company’s products or services and entice them to buy. PR helps to make this advertising more effective as it cultivates a positive reputation with the public through various unpaid or earned communications, including traditional media, social media, and in-person engagements. By using them strategically together you hopefully create both awareness and trust with your target audience.

A great example of a brand using PR and advertising together is Paddy Power.

Whether you love them or hate them, you can’t deny they are forever in the media for something they have done. Not only do their marketing stunts get them noticed by their target audience, but they are also often the topic of conversation among other audiences too, spreading their message far and wide.

Paddy Power

Not only does this PR activity keep them top of mind with the public, but it is enhanced by their paid for ads ensuring that they are forever being seen by the people most likely to place a bet. This strategy has transformed them from local betting shop business to global betting giant.

By allowing PR and Advertising to work together you create one consistent message and a synergy effect, so customers see one brand whether they see you on the TV, radio, in print, or online.

Whether you are working in an Insurance company or working on ‘the next big thing’ you have an opportunity to maximize your brand through great cohesive brand building and ensure you are always moving with the times.

At Fuzion Communications we love fully integrated campaigns because we know these achieve the best results and we encourage this with all our clients.

If you would like to find out more about what we can offer, please contact us at info@fuzion.ie or visit our website www.fuzion.ie

Michelle

Michelle Harrison is part of PR team at Fuzion Communications, working from our Dublin office

 

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