How effective Public Relations compliment your other Advertising Efforts
In the marketing world, PR is often referred to as the “halo effect.” It’s the overall effect of elevating the brand value in the eyes of the consumer, creating a “halo” around the brand that would not have existed without PR efforts. Advertising can raise awareness about a brand, but an effective PR campaign multiplies that awareness effect by making the brand more likeable and desirable than what can be achieved with just paid advertising.
In today’s omni-channel, multi-touch point world of short consumer attention spans, it’s difficult to pin down one path to purchase, whether that’s a consumer product or a B2B platform. More than ever, consumers are using multiple devices to do research, look for product reviews, and find alternatives, resulting in a much more complex interconnected web of touch points. With an effective PR strategy in play, a company is able to rise beyond those complexities to leave a lasting impression on the consumer.
One very direct result of a good PR strategy is coverage of the brand or its products in multiple publications and broadcast outlets. While a print or TV ad could essentially provide the same function – get the brand in front of their audiences – it leaves an entirely different impression in the minds of consumers who are consuming this media. One difference is that most people have become trained to ignore commercials, either glossing over print advertisements or immediately going to another device when commercials are on TV. And of course, DVR has brought on a whole different set of problems with people being able to bypass commercials entirely.
Once their show is on, however, the consumer’s attention is back on the show, focused in on the personality or storyline at hand. This is where PR comes in powerfully. If the broadcaster talks about your product on the show, or your platform is included in a roundup of best new products in a magazine, you have two great things going for you: you have the full attention of the reader, and you have a natural endorsement from the trusted broadcast personality or magazine editor. This type of endorsement cannot be easily purchased, and therefore seems more qualified than an advertisement in the consumer’s mind.
In this way, a good PR strategy, coupled with other advertising efforts, can push a consumer to consider your brand more seriously. The next time a consumer hears a radio ad or sees a display ad pop up on their screen, they may be more inclined to click and go down the path to purchase.