|
There is nothing more powerful or influential than a successful public relations effort. Of course, the thing most likely to result in successful public relations is that the product or service is so new or unique the media will readily publish and/or air the desired message. In such a case, it could be said that the client blessed with such a unique product should rely entirely on public relations.
However, the advantage of advertising is that it is a message controlled and focused by the advertiser, not the media outlet. The importance of this cannot be overemphasized in light of the fickle nature of today’s media. In truth, the ideal marketing campaign would consist of an integrated and coordinated effort in both areas.
The major film companies seem to do the best job of integrating advertising and public relations. Their ad campaigns are always accompanied by well-coordinated PR efforts with appearances by the stars and director on national and local programs, promotions involving other companies and background stories published by the print media.
|