It is a common theme among the Fortune 500 companies to have large advertising budgets and small Public Relations budgets. Richard Laermer is quick to note in The Bad Pitch Blog that this is what makes Public Relations not only “more socially accepted among consumers”, but it also is much more beneficial than advertising. He points out that advertising only gives a glimpse of a product through a tiny frame, while public relations illustrates the “big picture” to the audience.
In Tech PR Nibbles*, Nicholas Ludlum’s points out that the recession has a great effect on companies using public relations instead of advertisements. He uses Apple as an example of a company that has continued to use marketing to maintain a constant rate of growth. Ludlum continues to give advice on what areas of marketing/public relations should best be used during the recession. He points out news optimization, thought leadership, content development, internal communication, analyst relationship and measurement as key tools to be used in these harsh times.
Honesty has been important to people for the past few years since companies like WorldCom and Enron lied to America and cost thousands of people their jobs and investments. As one of the bloggers at arisyulianta, Cetak Artikel believes that friendly communication through public relations is a way to counter-act the perceived and evident bias in advertising that is seen by consumers.
Public relations and marketing have been written about countless times as less intrusive, but a more beneficial way to reach a client’s target audience. Advertising still has a very important part in the way it effects consumers emotions, but it is not the trustworthy means of communication that it was several decades earlier. In this economic climate, it is only fitting to push costly advertising out the window in favor of the more efficient, rewarding and cost-effective method of public relations.