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Match: Public relations versus advertising!
World of marketing is full of contradictions. One can reach this conclusion observing what is happening here, in Poland and abroad. On one hand, nothing is odd when a large advertising agency has its own marketing & public relations department. Everyone knows that it meant to promote your company. However, over the last few years we see a different trend, the same PR agencies are extending their offer and adding a full pr services.A battle between PR and advertising has started. Everything happens "behind" the customer back. On the other hand, PR agencies complement its services by offering media buying, production of print ads and TV spots, services that previously were the domain of advertising agencies. What a riot!
But how not to go crazy when marketing managers are investing huge MONEY in advertising, although they have previously announced widely that they had lost faith in it. Advertising expenditure made by major manufacturers of FMCG sector look like fireworks, where the budget of 50 million PLN goes up with a fire. Sometimes, perhaps less, but still big enough money to make an overage consumer of them to go dizzy.
Who will win a duel then?
Whatever you want to say about the battle, the public relations has one important advantage. Ideas created by PR professionals must pass through a media filter, which requires a high level of creativity and truthfulness. In return pr offers wonderful proximity to the target group and the most important fact it offer solutions based on truth. Any ideas of pr people has been thoroughly tested by skeptical journalists and editors. The stories, which they write need reflect a current reality and what`s more they need to integrated into a strategy of corporate communication. There is no companies on the market who believe that they can tell one story to shareholders and the other to consumers.
To sum up - the madness is the method?
Let the pitch of both advertising and public relations continue. The best idea wins. If companies take their risk they may incur the most creative solutions for their own promotion, which they had never dreamed before.