Convert more sales for public relations

How to create outlook signature

hello ladies and gentlemen and welcome to my youtube channel public relations 101 in this video what we're going to discuss is the difference between advertising marketing and public relations i've walked into many client meetings and depending on who the client is i've been called all three i've been called a member of their marketing team a member of their advertising team a member of their public relations team but what exactly am i the truth is i am a public relations practitioner and while the three fields advertising marketing and public relations are all complementary they all support one another in some way shape or form and they're all part of the family of communications there are differences and these differences are very important to understand because if you're going to build a house you don't just use one tool you use many tools and it's very important to know which tool does what so let's start off with some of the main differences between public relations marketing and advertising the first one and one of the most important ones is that marketing and advertising in more cases than not are one way you are communicating your message to the public through mediums that are shared maybe by even public relations down the road but this is one-way messaging public relations is not one-way messaging it'll last for dialogue it allows for engagement and laws for thought leadership and feedback and that is one of the main differences that it is two-way communication the second main difference is that the proof is in the pudding with advertising and marketing the return is often sales um it's not always sales it's sometimes reputation building but more often than not you advertise or you market a product to really sell it so by the end of your campaign you can actually see a return on investment your return on investment on advertising public relations is a little bit different because the agenda is not necessarily to sell something although it could be that but the agenda is also to build a reputation it's more about building a report with your audiences with the public wherever your audiences might be the third main difference is payments so with public relations you often are paying the public relations practitioners for their service of corporate reputation building however you're not really paying for the deliverables that in and of themselves so for example if a pr practitioner hooks you up with a tv interview or hooks you up with the press release that goes out to the newspapers that goes out to digital portals that actual press release is not what it's been paid for the service of writing it and sending it has been paid for but not actually putting it out in the media so there's a good chance that the media does not pick it up however with advertising and marketing you're paying for that ad space you're paying to be there in those portals on those newspapers on those digital websites on on social media advertising you're paying for that so you are assured that you will be carried with public relations it's not so much so so in public relations what really matters if you're not paying for it is the quality of your story so an advertising practitioner and a public relations practitioner can both use televisions but the way in which we use televisions are sometimes very very very different let me give you an example so for example advertising practitioners will create a tv corporate ad video it'll be specialized for television so it'll run the right amount of length it'll include actors they'll create a nice little tv ad tvc as it's called a tv commercial and then they'll buy ad space in return for the money that they pay they are guaranteed that broadcast time the way it works for public relations is a little bit different what we would do if we had a client who wanted to be on television or if we recommended that they be on television to to to promote their views or to promote their thought leadership concepts then what we would do is we would phone in so we would phone in for example fox news or we would phone in cnn or we would phone in um rt or or al jazeera and what we would say is look our client has this terrific idea about for example public relations um the way he views or she views public relations is going to change the world the way we know it would you be interested in coming down or having our pers our client comes over to you an interview if they say yes then the conversation moves on to the next step there is no money involved there is no buying ad space the only buying that happens is them buying our idea and for them to buy our idea it better be solved thank you for watching folks i post new content regularly so please remember to subscribe and like my channel if you want to put a pr spin on your future in the communications game