Public Relations And Branding

According to one book proclaims, “The Fall of advertising, the Rise of PR, the effectiveness of public relations in marketing today has highly stronger than that of traditional advertising practices. Today public relations are using everything from broadcast media to celebrities to advertise new products and services. Although public relations plays as a strong advantage in the marketing of products and services an effecting campaign alone is not enough to sustain a brand.

According to Public Relations Society of America (PRSA), the role of public relations is defined as a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics. Some frequent strategies used by PR are promoting products through product placement; some examples include celebrities,television,events,etc. Although these are major advantages to promoting products they are disadvantages to PR.Celebrites used to advertise products might not have the best reputation or develop a bad reputation persuading consumers not to buy the product. Not many pay attention to products during television if there not seen frequent, therefore the effectiveness of product placement might fail to convey the consumer to buy the product. In addition failed events are not the desired publicity that new product want. Cause related marketing is effective most times in relation to the promotion of new products. Many consumers feel like they have made a contribution to society when buy cause related products ,however not all consumers are willing to support a cause or would associate themselves with a brand that supports a cause that they are not in favor of. Ultimately the power that PR has in the marketing rule does not outweigh the importance of advertising. The frequency and the reach affect that advertising has on society’s purchasing behavior is greater than that of publicity.