Reklama i PR - wspólnie dla dobra klienta
Currie Communications, South Melbourne, Australia, 1.04.2011
Na blogu Currie Communications z Australii znalazł się ciekawy wpis dotyczący "dojrzałego związku" PR i reklamy na przykładzie kampanii promującej na antypodach nowy kanał Ophry.
For many years, advertising and public relations have had a love-hate relationship.
Professionals from each discipline considered themselves more relevant than the other. Both have often undertaken research to emphasise the value of their own contribution to justify the client’s investment.
At times this has led to frustration and bewilderment of clients who struggled to ascertain which communication was generating the response and to accurately weigh up the benefit of each.
The reality is that each discipline serves a different purpose. As agency principal Paul Flowers, of Flowers and Partners, Dallas, Texas, says: “Traditional consumers receiving an advertising message understand they are being sold something, whereas a PR story is seen as a third-party offer which is viewed differently.”
Complicating matters further has been the emergence of the vast online communications space which is now a legitimate channel in its own right (a recent anti-smoking campaign aimed at teenagers in the US, using online communications only, achieved a positive outcome in 79% of the 1128-strong cohort).
Traditionally, in a typical marketing high profile communications campaign, point-of-sale, direct mail, events, television, radio and print media, and PR would be incorporated and evaluated element by element.
The recent Oprah Australia tour programme used all of the above and generated a massive audience of 10 million viewers in Australia (population: 22 million), proving the benefit of an integrated program of advertising and public relations.
With the expansion of online promotions the number of potential vehicles is extrapolated and the line between public relations and advertising has blurred more than ever.
It’s this online convergence of the two disciplines that sees the ‘turf protection’ mentality becoming totally out-dated.
A new broom of cooperation and joint strategy development between both advertising and public relations – and one that incorporates an online element – is evolving, and from which the client can only benefit.
With the recent international GFC impacting on almost all marketing budgets, many clients will take heart from this new approach. We can anticipate a favourable return on investment
Public relations and advertising, as with any discipline, including digital, work best when developed in conjunction. Integration within an over-arching strategy ensures messages that are consistent and compatible.
Most importantly, bringing advertising and public relations together from the outset of a campaign, guarantees a client the best ‘bang for their buck’, as the success of the promotion for Oprah’s Downunder Advensture so clearly demonstrates.
We can but hope that there will be no ‘love lost’ as this maturing process evolves.
Źródło: Currie Communications – członek PRGN
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