When was the last time you spend a day without the internet or TV? How many of us suffer from Facebook or Twitter withdrawal even though it's only a few hours of not being able to get wifi or net access?
I came to learn about Analogue Sunday from davko1 who graciously guided me when I just started out in the Twittersville.
If you check out the picture from left, you'll see that the whole idea of an Analogue Sunday is to get away from your devices or screens and sit down to read a book instead!
Now, what book to read? I've got a good recommendation to you especially those in the PR and Advertising industry.
Hot off the printers -Public Relations in Asia Pacific - Communicating Effectively Across Cultures by Mary Devereux and Anne Peirson-Smith.
The book starts off by debunking the common misconceptions or negative labelling of the PR profession as "spin doctors", (disclaimer to journos: This is a book about PR for PR professionals what else do you expect them to say?) the following chapters go into detail on how to connect with the media, its co-relation with branding, corporate reputation, crisis communications and corporate social responsibility supported by case studies in the region.
Of course it includes the hottest topic that every marketer whether you are in PR or not wants to know more about - an entire chapter dedicated to the Digital Generation from the rationale of using social media for companies, tips on having a corporate blog and how to engage bloggers using a range of digital media tools.
Why did I say those in Advertising should read this book too? An underlying theme of this book seems to suggest the title of another book that's been quoted "The Fall of Advertising and the Rise of PR" by Al Reis & Laura Ries.
Quick Tip: If you have no time to read the whole book, at least read the section on "Public Relations and Marketing Battle It Out"
One of the quotes by marketing PR expert, Thomas L. Harris said "Advertising and promotion are about salemanship...Consumers know it and are on the defensive about being sold something they don't want or need. By providing information to consumers directly or through trusted third parties, PR makes advertising more believable, and promotion more actionable. That is why it [PR] is the secret weapon of integrated marketing."
This seems to support a story Marketing has reported in May on PR more sought-after during the downturn and Jet Airways, which told Marketing in March this year that "PR is far more important than advertising in marketing our brand".
To our readers working in the Ad industry, I would be very interested to hear if you agree with the statement that your peers are suggesting -"The Fall of Advertising and the Rise of PR".
I mean if PR folks are 'spin doctors', you know You can Trust Me, I'm a Journalist.
2 comments:
As an integrated marketer... I don't think we should seperate the two: PR and advertising.
Advertising give you a direct image of what you want to communicate with your target audience. You could tell whatever you want, give out whatever impression...
PR is a way to showcase your advantage to a third party, ie the journalist (and more recently audience of social media). Journalists will depends on the product and give their objective comment about your product. If you get a +ve comment, it will add as an endorser of your product...
You need to let your audience know about your product first (by advertising) and a good product could let third party endorse your product in tradiational or social media (by PR).
So I think it is difficult to seperate the two...
CP&B refer to using a PR brief for advertising. Makes sense really.
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