Difference Between Advertising and Publicity!
Using Advertising and Publicity are very
effective methods to promote and create positive awareness for you and your business.
But... there is a clear difference between Advertising and Publicity.
Advertising is something you get by paying for it. Publicity however, is
something you hope you'll get. Why? Because publicity can be generally
gained at no cost to you. And... it generally has many times the credibility of
advertising. Here's what we mean:
There are some experts like Al Reis, author of the superb
marketing text, "Positioning: The Battle For Your Mind," that believe a majority
of companies shouldnt waste their money on advertising until they have established
name recognition and credibility through Public Relations and publicity. Others will
tell you that a combination of both advertising and PR are required. But one
thing's for certain: Every expert agrees, "that you cant just put up
your web site, open your store, offer your service or manufacture a product and then not
do anything to attract customers!"
So... advertising is content you pay for (radio, tv,
newspaper, banner advertising, etc). Publicity on the other hand, refers to free
content about you and your company that appears in the media. It's what others what
others say about you. Publicity can result when an article you write is published,
or when information you give to an editor convinces him/her to feature a story about you
or is based on a publicity release issued by a Public Relations firm you have retained.
Over time, these stories help create a favorable impression of your product or
The average person has no real idea of how the media find
their stories, but the prevailing view seems to be that reporters go out and find all of
their news. This is simply not realistic thinking! There just arent
enough reporters on the planet to find every bit of news worth covering. So if you
can present your information convincingly, there's a good a chance that you'll gain the
interest of the media.
So how can I get publicity for my company?
Well...let's deal with the Internet here. The Internet or World Wide Web, has its
own rules about commercialism, and it usually is disastrous to those who break them.
If your press releases, postings or articles are blatant self-promotion or a
sales pitch instead of truly useful information they will be ignored and wont be
used. Worse, you risk the negative publicity of being flamed (you and your
company being strongly put down online, or you'll receive quantities of unwanted and
negative e-mail). So... here's a simply philosophy to follow: "Before
you put out a public message, play "who cares?" and ask yourself "why
would other people be interested in what I have to say?" or "how can
people benefit from the information I am supplying?" If you can't come up
with solid, positive answers to these questions, then keep working on your publicity
release or article until you do.
Want to know how to write a good, solid publicity release for
yourself? Just click here!
Benchmark Communications can assist you in
promoting and advertising you business, whether it be offline or online. Look
through our web site for additional information that will be of help to you, or contact us
by e-mail and let's see how we can be of assistance you -- at reasonable cost.
Writing A Press Release
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