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We Go everywhere.... Our team of Michael Osborne and Pam Latham (centre) flew into Mitchell Falls for a one of popular stories.
“The idea is the believibility of an article versus an advertisement, says Michael Levine, a well- known publicist and author of the book, Guerilla P.R. “Depending on how you measure and monitor, an article it is between 10 times and 100 times more valuable than an advertisement.”
Forbes.. on the benefits of great Editorial:
There’s an old saying: "Advertising is what you pay for, publicity is what you pray for."
This is a great ice breaker for entrepreneurs and PR practitioners who need to explain public relations. It’s also a good starting point for the general public. While there are dozens of good articles on this topic most people – even professionals who should know better- still don’t know the difference between advertising and public relations.
As a marketing employee of an Asian-based sporting goods company recently wrote me, “We don’t need public relations right now, we are happy with our advertising agency in San Francisco.”
Advertising is paid media, public relations is earned media. This means you convince reporters or editors to write a positive story about you or your client, your candidate, brand or issue. It appears in the editorial section of the magazine, newspaper, TV station or website, rather than the “paid media” section where advertising messages appear. So your story has more credibility because it was independently verified by a trusted third party, rather than purchased.
A recent study from 2014 by Nielsen commissioned by inPowered on the role of content in the consumer decision-making process concluded that PR is almost 90% more effective than advertising: “On average, expert content lifted familiarity 88% more than branded content…” but I think that’s low. With advertising, you tell people how great you are. With publicity, others sing your praises. Which do you think is more effective? Here’s a summary of the differences:
Steve Cody of Inc. magazine notes “Countless studies report that, next to word-of-mouth advice from friends and family, editorial commentary (usually generated by your friendly, behind-the-scenes PR practitioner) carries far more weight than advertising.”
“It's not difficult to understand why,” Cody says. “Advertising continues to embrace an antiquated, top-down, inside-out way of communicating. It reflects senior management's view on what a consumer or business-to-business buyer should think is important. PR, on the other hand, depends upon listening to the conversation and understanding the who, what, when, where, why and how of engaging in the discussion. ”
The best analogy for public relations, is gift wrapping. We live in a culture where we gift wrap everything, our politicians, TV stars and even our toilet paper.
Almost every article you read or see in the media is “gift-wrapped” or originates from a public relations agency. Think about it: A new smart phone. An attack from a Congressman criticizing the President. The latest report on glaciers melting in Antarctica. None of these stories appear out of nowhere and end up in front you of and millions of other consumers. All of these stories were written, tested, practiced and formulated by publicists, staffers, speech writers or corporate experts before being sent to reporters who processed the information, rejected some assertions, accepted others, then decided to produce a news product.
Most reporters work at their desks. With newspaper and magazine readership plummeting, and cable TV news viewers decreasing due to the Internet, there are a lot less journalists working today than 20 years ago. So instead of “beating the bushes” by calling sources, visiting government agencies and factories and investigating stories the old-fashioned way, many journalists rely upon sources at tech companies, government agencies, industry spokesman or citizen groups to feed them information. Reporters need to churn out stories quicker than ever, and many don’t have budgets or time to travel.
Why Public relations is like plutonium;
It can be used for good or evil, depending on your viewpoint.
Another huge difference between the ADVERTISING and EDITORIAL is price. A former client purchased one full-page ad in a popular weekly news magazine that cost him $125,000. He expected a wave of phone calls, viral media and multiple conversations about the ad. Instead, he got zero. In contrast, getting quoted in the New York Times, Forbes and Reuters resulted in national speaking invitations, calls from new and existing clients, and solid credibility.
Obviously, not everyone can afford $125,000, but advertising can be expensive when you figure the cost of the space or time plus the creative designs and production costs. And most advertisements need to be repeated several times before the consumer can be influenced.
With the advent of social media, a great story in a magazine, TV or newspaper can last a long time with emails, posts, re-posts and tweets.
Many advertising and public relations consultants will tell you that getting editorial content written about your product will produce a far better response rate than advertising. Some business managers even say editorials and consumer reviews build a business, and advertising maintains the business.