The difference between PR and advertising. Helping students decide.
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Transcript of The difference between PR and advertising. Helping students decide.
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Advertising or PR?
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Once it was easy to tell the difference.
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TV commercialsPrint ads
Outdoor ads
Press conferencesAnnual reports
Speeches
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Advertising Public Relations
Purpose
Media
Content
Control
People
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Advertising Public Relations
Purpose
Media
Content
Control
People
Brand awareness/sales
Paid
Ads, commercials
Agency, marketer
Writers, art directors
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Advertising Public Relations
Purpose
Media
Content
Control
People
Brand awareness/sales
Paid
Ads, commercials
Agency, marketer
Writers, art directors
Reputation/Trust
Earned
Releases, pitches, WoM
Media opinion leaders
Writers, media hounds
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Wieden and Kennedy for P&G
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Wieden and Kennedy for P&G
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Ad agency, Wieden & Kennedy, creates an emotional commercial to convey P&G’s appreciation and celebration Moms. They buy time on the Olympics when millions are tuned in.
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Wieden & Kennedy’s birds nest conference room.
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The PR agency, Fleishman Hillard takes a different approach.
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They create an “event” that earns attention.
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Flei
shm
an H
illar
d fo
r P&
G
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The celebration of the world’s greatest athletes often ends with the closing ceremony of each Olympics. But P&G was determined that the global spotlight at the 2012 Summer Olympics in London wouldn’t dim until after the Paralympics closed a month later in September. How to keep the momentum going? Bring in a mom—or in this case, a mum.
The “Proud Sponsor of Mum” campaign set out to do a world’s first: Have a mother award her victorious child a gold medal. On September 3, the world watched as P&G mum Catherine McKillop walked out from the tunnel toward her stunned son Michael who was standing on the podium waiting to receive his gold medal for winning the 1,500-meter race. Son, mother and the world teared up as Catherine and Michael fell into each other’s arms as she presented him the gold.
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Another example
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That’s the advertising
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This is when you need PR. However, in this case BP screwed up.
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Creative. Big productions. Controlled message. Evoking feelings.
Advertising PR
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Creative. Big productions. Controlled message. Evoking feelings.
Serious. Informative. Earned media. Managing perceptions.
Advertising PR
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Today it’s getting harder to tell the difference
Media bought/earned Ads/Press Releases
Stories Creating the message
Traditional media
> > > > >
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Today it’s getting harder to tell the difference
Media bought/earned Ads/Press Releases
Stories Creating the message
Traditional media
Media owned Experiences/interactions Utility/apps Inspire participation Social and word of mouth
> > > > >
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Red Bull
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Forsman Bodenfors for EOn
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Undercurrent and partners for Ford
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McCann AU for Australian Metro
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91,776,279
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What is it? Advertising or PR?
Sometimes it’s hard to tell.
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This is how Thea has
introduced her upcoming
journey and major life
event of soon being a child
bride in Norway. Using this
blog she will tell her story
and express how she
believes her experience of
marriage will be.
12-year old Thea is getting married
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Mullen for Century 21
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Mullen for Century 21
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Ketchum for Bayer
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Ketchum for Bayer
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So how do you decide?
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To over simplify
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Advertising
Awareness Placing ads
TV ads Print ads
Online ads Apps
Content
Public Relations
Reputation Pitching stories Trends, PSAs, VNRs Press releases/blog posts/invites Social media engagement Community management Content
What
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Advertising
Ad agencies In house
Media co’s
Public Relations
PR Agencies In house Integrated agencies Press secretaries
Where
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Advertising
Account exec Copywriter Art director
Planner UX specialist
Web developer Producer
Media planner Research/data analysis
Presentation designer Project manager
Public Relations
Account executive Media relations Crisis expert Speechwriter Public information officer Press secretary Video producer Investor relations Community manager Research/data analyst Project management
Jobs
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Advertising
Writing Design
Creativity Presentation
Digital/technical
Public Relations
Writing Media relations Social media/community management Crisis management Business/industry
Skills
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PR Council
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PR Council
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Fleishman Hillard
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Fleishman Hillard
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Mullen
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Mullen
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make TV commercials and conceptual ads, work in advertising.
work with nutty creative people, work in advertising.
manage or plan creative advertising — from Superbowl spots to viral videos — work in advertising.
If you want to….
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write — anything from social media to longer features — work in public relations.
help share the news that shapes our world, work in public relations.
engage with people about products, services, money, and giving back, work in public relations.
If you want to….
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To help you decide
• Check out agency websites: PR and Advertising
• Look at the work and the client list
• Search “working at ________” on YouTube
• Read industry case studies
• Talk to people in the business
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Questions/Discussion
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