It’s all about the story
Advertising alone is not enough to build a brand and generate sales.
|No marketing campaign is complete without a public relations angle—especially if the business, product or service is new. Advertising (“paid media”) is not enough because consumers view advertising with skepticism. They know advertisers pay to say exactly what they want to. To influence consumers a campaign must also approach journalists in the mass market (“earned media”), and utilize grassroots promotional efforts (“social media”).|
|The goal is the same as advertising: build brand recognition, credibility, and sales. However, publicity generates more credibility and influence because the story or endorsement is communicated by a trusted and impartial third party, i.e., journalists, happy customers, bloggers, etc.|