Public Relations

Comparative Analysis of Public Relations and Advertising as a Marketing Tool

Introduction1

Discussion3

Historical Development of Public Relations3

Tools of Public Relation5

Publications5

Events5

News6

Speeches6

Public-Service Activities6

Identity Media6

Lobbying6

Counseling7

Functions of Public Relations7

An Overview of Advertising10

Comparison between Public relations and Advertising12

Conclusion15

References17

Comparative Analysis of Public Relations and Advertising as a Marketing Tool

Introduction

Advertising is one of the most admired media for promotion of items all over the world. Organizations spend and obtain advertisement to inform and entice customers. But Advertisement is losing its efficiency because of increasing advertising mess, the increasing number of programs, the accessibility to zapping systems, and reduced watching of television by certain groups (Hoover, 2003). To promote the items or services as well as companies concerned, the significant task today is getting individuals interest. As a result, market experts are considering other methods of getting customer efforts. Now customers are pushed for time, and many work tirelessly to avoid advertising information. Organizations are experiencing difficulties to find new ways to catch the customer's interest and public relations can play an increasing role within the promotional mix of marketing to build and sustain brands. Customers are now learning about products and brands through way other than advertising and in these perspective public relations are getting strength. Even public relations can set up and sustain a positive image of the company among its various stakeholders. This reality is reliable with our understanding that community regards is an integral part of the integrated Marketing communication (IMC) process, adding in its own way but also in a way reliable with promotion goals (Hoover, 2003).

Similar to advertising, Public Relation- often termed as PR is a way of attaining individuals with a targeted message (Hoover, 2003). The proof of development in advertising is all around us, in the email, in paper, in publications, on TV, on the stereo, at the films, on vehicles and trains, on covers of matchbox, on promotional billboards, even on vehicle parking meters. But the query is - Would advertising make more pleased and satisfied customers than if organization invested the same money on making a better goods or services, enhancing organization service, or developing more powerful brand experiments?

The public relations are the purpose that controls the interaction between a company and its public in order to assemble and improve healthy connections to the benefit of everyone concerned. This viewpoint of connections, being at the center of public relations function, is now seen as one of the most powerful substances for an effective company (Stroh 2007, p.1). That is, in the viewpoint of the stakeholders of the company, relationship impacts the failing or success of a company. This viewpoint places public relations on the level of an ideal control operate because it can impact the way stakeholders support a company's objectives. The value of the relational idea to the field of public relations has given rise to relationship control (Stroh 2007, p.1).

Whereas advertising coverage or time must be purchased or contributed; PR visibility is “earned” by working with the press media, viewpoint management, or ...