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January 1st 2013
The Rise of PR


 

The Rise of PR   Traditionally, marketing and public relations were considered as separate communications functions. And people in advertising liked it that way! It is only in the recent decade that this view has changed.   In 2004, Al Ries and his daughter Laura Ries, well known and respected marketers, released a book titled The Fall of Advertising and the Rise of PR. It obviously led to book burnings in advertising agencies throughout the western world. The biggest blow was that Al Ries (along with his coauthor, Jack Trout) is best known for introducing the concept of product positioning. To have such a bona fide marketer renounce advertising so publically was hard to fathom. Did this mean that marketers have been doing things wrong all these years? Did this mean we should no longer use advertising as a medium of communicating our offers? Most importantly, did Ries actually renounce advertising? Well… No.   Following the release of the book, in an interview, Ries went on to say that what one can do “with advertising is try to find something positive in the mind and then focus the advertising on the positive side.” But advertising is a paid form of communication which is self-serving. It gives consumers a look at your best side. But consumers today are smart enough to know that there are more sides to a story. And advertising cannot help with the lacking that your offer may have. The very fact that advertising is a medium for you to say what is most positive about yourself makes it lack credibility. And that is where PR steps in and picks up the story.   The Fall of Advertising and the Rise of PR did not do very well. This was perhaps due to the rigidity with which the Rieses approached the issue. Today, we have a broader, more accepting view of the relationship between marketing and public relations, which is probably why so many marketing strategy agencies have adopted to branch out and accept PR as one of its specializations. The fact is that while advertising tells the consumer why one should buy a product, which is very important unto itself, PR tells you the intention behind developing the product. PR lends the makers a voice to communicate with the public. It builds a bridge of information between the supplier and the buyer, which is equally important for a sustainable relationship.  

In the past few months, we, at Forethought PR, helped clients introduce a symbolic reptile sculpture, launch a state-of-the-art communication device, welc...
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Forethought PR is an independent PR agency with an objective to serve clients with strategic solutions based on progressive ideas integrated with conventional wisdom. Progressive ideas keep u...
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