Brands are like people. From toilet paper to automobiles, each brand carries a unique personna/voice, and identifying it is the first step towards strategic marketing as mentioned in our previous post. Now, let's examine two means for promoting your voice to the world-- advertising, and public relations.
In brief, advertising is paid-for-promotion, where as "PR" is aquired and therefore not. Media outlets include: TV, Print, Radio, Newspaper and Celebrities. Advertising is about outright buying your space into these medias which can cost from a few dollars to millions of dollars. A single page ad in Elle Magazine, for example, easily runs over $50K! PR is about connecting your brand into the very content itself so for example when an editor is discussing her top five lipsticks for spring, having your product featured was a result of introducing your brand to the editor in charge of her content.
With today's market oversaturated with advertisements and susceptibility around ad claims, the marginal returns against the costs of advertising are low. On the flip side, PR is about achieving unlimited coverage your brand by promoting its "news-worthiness" to a PR agency's rolodex of credible content providers including: editors, journalists, stylists, celebrities, and producers. And with the sigificance of social media today, and consumers as content providers, you'll want to consider an agency with assets in digital communications and consumer outreach.
Dress/Qode ™ is an International Public Relations and Digital Communications Agency. Driven by style and trend, we position brands across various industries as ""news worthy" to traditional and new media, we call is PR 3.0, in order to engage, convert and retain consumers.