Most companies often find it perplexing to decide on the right mode of communication with its target audience. On certain occasions, public relations (PR) seems to be the ideal mode, whereas, in some instances, one feels that the use of advertising is imperative for the success of the business. However, the truth lies in the fact that both are equally important, and the application of either one entirely depends upon the situation. Listed below are a few parameters that help in deciding the usage of the perfect mode of communication:
Shelf Life
Till date, TV commercials were ought to have a shorter shelf life, as compared to archived press releases. However, considering the changing trends, this statement may not hold good for long. This is primarily because companies are now uploading their commercial content on their websites to extend the shelf life of the expenses incurred in creating the advertisement. Nevertheless, there are a few problems in viewing such archived commercials, such as, absence of the required software for watching, slow internet connection, and many more. Meanwhile, press releases archived on the internet still have a chance of high ranking, as search engines can locate the articles for a considerable period of time, even after the hype of the news has faded.
Expenditure
There is no denying that advertisements entail a large amount of expenditure. Be it the billboard or the television commercial, the company needs to allocate a substantial amount of funds for running the advertisement. A press release, on the other hand, doesn’t consume much of the budget. Industry veterans suggest that small corporations should opt for public relations, while large organizations may consider the use of both the modes.
Credibility
While advertising is only a means of self-praising and self-serving communication, a press release involves an indirect endorsement from a third party. This plays a significant role in shaping out the credibility of the organization. Customers feel satisfied with the news released on a popular publication, than to depend upon the hyperbolic sales pitches made in the television advertisement.
Controlling The Message Being Conveyed
In case of advertising, an organization has absolute control over the message being conveyed to the audience. For instance, the company precisely knows where, when, how, and in which format the advertisement would be displayed. However, in case of a press release, it depends upon the editor’s perspective and whether he finds the story worthy of being released in the publication.
For large corporations with a sufficient budget at hand, it is advisable to create the right combination of advertising & public relations. However, depending upon the immediate call of action, one may choose the best-suited marketing technique. For expert advice, one may approach a reliable PR firm having an extensive experience in this domain.
DPQ Communications is a reputed PR firm in Dubai, having a strong team of professionals, delivering the best solutions in PR, branding, marketing, and event management. Ella Emily is an employee at DPQ and specializes in article.To check out more PR Agency in Dubai, please visit PR Agency Dubai and PR Dubai.
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