Should PR precede advertisement?

Kirit JAsani

Kirit JAsani

My opinion yes, PR must precede the ads. If you are launching a new product or service or enhancing an existing product or service with new and important features; public relation activity must be considered as an ideal starting point of a marketing plan.

Unless you are in advertising and marketing field, you would not pay any special attention to print or electronic ads. Rather it’s an intrusion to your activity of reading a magazine or watching a TV show. As a non-marketing guy, a person may wait for a morning newspaper or may tune the news channel before few minutes of news at 9 but would not be that eager to watch an advertisement. Any content finding its way to this news gains preference over the advertisements. News adds a dimension of authenticity. You are more likely to believe a piece of information, if it appeared in some kind of news medium, compared to an ad in the same medium.

If a product or service is a new entry to the market, PR will help in putting your message and brand inside the mind of your target audience. Further, such news items have a better potential to get shared by the target audience. Suppose, you are reading a newspaper article titled as ‘Protect your mobile even when it falls in a swimming pool’ chances are you would share that link or news clip with some of your friends and family members, which have faced such a situation. On the receiving end concerned person will take it seriously. So when your brand becomes a part of news, it automatically gains positive perception and it also becomes memorable.

Rather than releasing a newspaper ad, for Life Fitness Point, we released an article, as an impact feature. For most of the reader, it became a news item about having super human-like body. This article thoroughly described Spartan Workout, Superhuman Workout and High Intensity Interval Training programs. 11 faces used in a main image are real people who are trainer for body build program at Life Fitness Point. As these were identifiable people, it just added to the authenticity factor. All in all, people read the content and trusted the content. This way Life Fitness Point stays in the mind of a reader for a longer duration with precise differentiation.

Article in GS

 

Now, when Life Fitness Point takes a route of advertisement in print or outdoor or any other media, they will get a better response, as positive perception already exists inside the mind of the target audience. In this case, ad would be able to take the target audience to next step interest or action as awareness is already handled by PR.

So start your marketing plan with PR.

 

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