Why PR - www.stratcommsolutions.ca

Peter Turkington
pturkington@stratcommsolutions.ca

Advertising is everywhere we look today. It is in the papers, magazines, on TV and on billboards as we drive to and from work.

Everyone is competing for mindshare. The problem is how to break through all that clutter and stick in people's minds.

Sure, ads can get the brand name out there -- but they don't build the credibility of the brand. When consumers see advertisements, they know they've been paid for by the company being featured. They know that the messages being communicated come from Coke, Pepsi, Tim Hortons, McDonalds and others.

Where's the objectivity, balance, and credibility?

Enter public relations.

Public relations is about building relationships. Relationships are built on trust. Trust leads to credibility.

I'm not arguing that public relations should replace marketing efforts. On the contrary, a public relations campaign -- when properly executed -- will bolster marketing efforts.

Feedback from our own clients supports this idea. Through tracking of advertising and media hits and customer comments, we have witnessed first hand the perfect scenario. News articles in print, on TV and radio, pique the interest of viewers and readers. Shortly afterwards, marketing flyers and ads attract their attention again prompting them to think, "hey I read about this in the National Post, Toronto Star, Globe and Mail."

Consumers assume objectivity on the part of reporters. They are trained to look at stories from all angles. It's their job.

Media coverage along with marketing builds both credibility and the brand. When used together, there is a better chance that an organization's key messges will cut through the everyday clutter that bombards us and motivate target audiences to action (i.e. purhase, donate, join etc.).