The advertising and public relations industry envelop a variety of functions from the technological elements of market research to the more resourceful product or trademark development, endorsement, media relations, status management, public dealings, direct market and funding. Advertising is an innovative and fast rate industry that uses a paid space in various media channels to motivate people in buying goods and services. It is an attempt to change the attitude of people towards the selling products. Public relations, on the other hand, is the practice of running the flow of information connecting an organization and its public. The two are one or more the same things, as both involve a company, the consumers and their attention. So, PR advertising involves developing, utilizing and implementing the company's advertising strategies to gain attention of the customers.
1. Cost: Advertising exposure is relative to the sum of money spent on it. Whether your ad is displayed on a huge billboard, overlooking the main highways or is just played during primetime television, it will consume your budget faster than you can imagine. PR advertising saves you the trouble of losing budget, since your focus will be on free advertisement or advertisement on sponsorships. Putting together a press release, targeting a specific newspaper and industrial publications cost just a little more than your specified time.
2. Social circle: PR advertising gives you the benefit of socializing openly with the media, making new contacts all around town and abroad. Deal with other people face to face and you are more likely to convey or portray your products in the best of ways. Recognition to the company is guaranteed if you have a striking presentation ready for the advertisement of your product rather than a simply printed ad or a commercial telecasted on TV. The media can influence the way its readers and your customers make decisions about your products. A practical and focused strategy can persuade the way they will think. This makes a positive PR advertising program not only valuable but fundamental as well.
3. Target public: A basic technique used in PR advertising is to recognize the target audience and tailor each message to appeal to them. It can be an all-purpose or nationwide or even a worldwide audience, but it is usually a section of the population. A good summary can help modify messages to pass to target audience. Sending out a press release does not assure press coverage, it just increase your chances of being noticed significantly. If you are quoted or sketched in a known article, there are chances that the publication's customers, who are eventually your possible clients, will read it.
4. Style: One of the hardest parts of PR advertising is finding words worth writing to attract people towards your product without any second thoughts. You have to strictly write in a straightforward news format. Any deliberate commercial messages in your advertisement are ignored by the media.
5. Negative PR advertising: this is a long and complex process beginning with a broad information gathering. The collected information is then used as a part of a bigger plan; aimed to destroy the association between a company and its clients.