Everything counts.
Would you like to talk about PR? Suppose, you would. I’m going to ask, on your behalf, some questions, and I’m going to give you some answers. Even if you don’t like those answers, or you don’t find them convincing enough, I hope they will encourage you to think about the subject and form your attitude to it. Thus, my purpose will be achieved – the dialogue will commence.
So, what do we actually need PR for? So that the efficiency and profitability of your business wouldn’t exclusively rely on your advertising budget. So that you would meet your target audience in person and know better about it. So that you would address people themselves instead of quality and quantitative research.
Advertising is a splendid, and dispendious, communication tool. It is costly because you pay for ‘blanket mailing’ of impersonal messages, unable to check if they reach the target. Are you willing to shake hands with 146 million people in order to randomly find a million of those to whom it really matters? Probably not. Just think about how much time, effort, money, and hand lotion it would take. But that’s exactly what you do when you invest into advertising. You take a sledgehammer to crack a walnut, as they say.
What’s the difference between advertising and PR? You’ll see it when you expand the abbreviation – it establishes Relations with Public and delivers your message to those who are really interested in it. You will pay PR agency, of course, for them to select your specific one million contacts. But imagine how much time, effort, money, and, of course, hand lotion, you would save by not investing into 145 million pointless and meaningless handshakes. Impressive assumptions, aren’t they?
But let us go back to our Q&A.
Do you know what PR is actually about? I hope so, but I’ll have to challenge that knowledge. Most people believe that PR is a collateral, but not crucially important, part of an advertising strategy, despite the fact that PR and advertising have totally different mechanisms of influencing the target audience. In fact, PR serves as a tool that manages public opinion through individual judgements and reviews.
Advertising, by definition, tends to be rather impersonal, with a great deal of target uncertainty.
So, who will you prefer to talk to when you invest your funds into communication channels? To some impersonal figures of analyses and research, or to an engaged community of people? You feel confident enough about the quality of your (put the name of the desirable product or service here). Are you going to offer this quality to some figures? It doesn’t make sense. You should communicate with people. And we will help you in that.
How do we do that? We simply know how to shape an appropriate answer to a potential question. Every day, every hour, sometimes even every minute, a person asks questions. They don’t know ‘How?’, ‘Where?’, and often even ‘What?’. The answers to these questions can open a gate to your unique proposal. But you are not a professor of literature or linguistics. Your task is just to create the best (once again put the name of the desirable product or service here). The rest you can leave with us. You develop a product; we create its value image.
And, finally, why us? Because we know ‘how’. How? We’re not going to tell. That is, in fact, the very substance of our best and unique, but absolutely non-product, proposal. It’s based on the profound knowledge of popular consciousness, people’s relations psychology, direction of actions and their consequences, and numerous other things, about the importance and level of involvement of which you are most likely unaware. This proposal is truly the best. It will securely spare your budget from 145 million needless handshakes.
Do you want to talk more about PR? Maybe it’s time to get down to business, without a further ado. Time is money, after all.
Written by Nikita Shapovalov