7 Keys to Marketing Genius: Sewn of the Same Cloth
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
What’s the difference between PR and publicity? That depends on whom you ask. I distinguish the two by separating them into proactive and reactive forms of the same process. Publicity is actively seeking media attention or offering a particular message to news and community organizations. PR is handling and/or spinning public perceptions and reports about the company. Corporations have caught on to the benefits of PR/publicity and usually employ a PR person or department. Now you know what happens to all those scholar athletes majoring in PR.
Typically, coverage comes from news agencies like local radio and television stations who are called to cover an event sponsored by the company. Coverage is free, but be careful because you have no control over how you are represented. Opening a new factory that provides local jobs may seem like a positive boost to the economy, but the media may portray you as an eco-terrorist destroying precious habitat. Remember to use the right tool for the job. PR and publicity may not cost money, but it could cost your reputation. In some cases when media response is in doubt, it is better to pay for advertising so you can control the message. In the long run, this is cheaper than defaming your image and trying to rebuild. Don’t overlook the importance or the value of positive PR and publicity, but be aware of the risks involved.