Advertising is important — it gets eyeballs. Advertising will get attention and audience through a paid medium. You are in total control of the outgoing message. The effectiveness is somewhat diminished by consumers’ natural skepticism when it comes to paid advertising. Of course you’re trying to sell them something, and though many of us like to buy things, we don’t like being sold to.
Public relations, on the other hand, presents a level of perceived objectivity from the journalist. After all, why would the press quote you if you weren’t an expert in your business? The journalist is positioning you as an expert or authority in your business or the day’s topic. A proactive public relations program helps you work with journalists to present yourself as the “go to” person or someone interesting in your field of art, business or philosophy.
Social media is direct-to-reader conversational public relations. Always remember that social media removes the significant advantage of having your message filtered through a journalist — the polish, the attention grabbing headline, the objectivity and research. Be as authentic as you can in your message and your tone, make yourself available for conversations, and put some emphasis (and some of the budget) on creating great headlines and solid, interesting copy.
Do you want to kick start your PR and social media campaign? Let us design a bespoke program to help you define and hit your goals. Call Lisa LaMagna at (510) 220-7597.