Today, I want to learn about:
near me:
    
Category: Business / Careers
Views: 3787
Comments: 0 Favorited: 0
Average Rating:
You must be logged in to vote.
This MonthAverage: N/A, Votes: 0
All TimeAverage: .00, Votes: 0


The PR Credibility Factor

» Introduction
Unlike advertising, or other forms of marketing, it is the credibility factor that makes PR so effective.
» Step 1
Let's look at an example of how advertising and media placement differ. You're interested in buying a new car and just happen to be thumbing through a copy of Fortune magazine. You come across an ad for a car. The ad is pretty and glossy. It is a photo of a beach scene at sunset. The colors are more beautiful than those in real life. The photo has an attractive man and woman dressed in sophisticated evening attire standing by the car, which is parked in the sand, just beyond the reach of the aqua marine waves. The copy tells you that this car is the best thing to hit this country since sliced bread and that you can't exist another day without running out and buying it. The photo tells you that if you do by the car, you will be transported to that idyllic beach scene. You live in Cincinnati, Ohio, it is the dead of winter, and damn if that idyllic marine scene doesn't look inviting.

You continue to look through the magazine and come upon an article on the year's best cars. The article mentions a certain car (not the one you saw in the ad), and touts the car as being one of the most efficient, best-built, luxurious, yet cost-effective cars on the market. The article is simple, direct, and informative and is written by an expert in the automotive field. Which do you think will have the most impact on you, the ad or the article?

My guess is, after the Caribbean fantasies die down, the article will have the greatest impact on you. Why? Credibility. The ad may give you some basic information, but it primarily offers you a fantasy. The car is bright and shiny. It is parked on an empty, pristine beach. The sun is setting in the background. There is a sexy, tanned couple, in evening attire no less, standing by the immaculate, gleaming car. Nine times out of ten, you're not buying the car; you're buying the scene - the fantasy.

The article, on the other hand, raises your comfort level. You have been given objective
information on the car's effectiveness and quality. An expert has kicked the tires for you and given you a positive report. You have moved from fantasy to reality. The car featured in the ad may seem more sexy or romantic, but the one spotlighted in the article becomes real. It is a news story. Not only is it luxurious, it is dependable, efficient, and reliable. Remember, it's 20-below outside, reliable is important. It is this type of credibility or validation that cannot be bought in the form of an ad. It is the credibility factor that makes PR so effective.

Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

Tell others about this page by Digging it:



Share and Bookmark This Article on Other Sites
NEW! Share Your Favorite Videos and Articles with Your Friends on Facebook using the OneMinuteU Facebook Application.


Loading Playlist...
If you're launching a PR campaign, you want to mak...
Views: 6703
 (0)
Unlike advertising, or other forms of marketing, i...
Views: 3788
 (0)
When launching a PR campaign, once you get the sto...
Views: 3632
 (0)
Whether using email and snail mail or faxing, lea...
Views: 3255
 (0)
Making follow-up calls is important to any effecti...
Views: 4012
 (0)
A quick overview on how to pitch the various media...
Views: 2943
 (0)
Although I am suggesting that you break some of th...
Views: 2573
 (0)
When it comes to effective PR, preparation is the ...
Views: 2544
 (0)
Keep in mind, you want a couple of sound bites tha...
Views: 2864
 (0)
The truly smart marketers and business experts dev...
Views: 2568
 (0)
Don't start a media campaign expecting a grand sla...
Views: 2292
 (0)
Think of your business as a separate entity that d...
Views: 5434
 (0)
No one knows what the media wants because what the...
Views: 2903
 (0)
Starting a
Views: 5567
 (0)
Don’t limit your PR horizons. Remember, nothing i...
Views: 2473
 (0)
PR is important in good times and essential in har...
Views: 4925
 (0)
PR is a cumulative process, use what you can from ...
Views: 3161
 (0)
If you adamantly refuse to broaden the scope of yo...
Views: 2534
 (0)
Press kits can be effective, but only if they're u...
Views: 2225
 (0)
You want the media to understand that you can help...
Views: 2279
 (0)
If you're a savvy business person, you understand ...
Views: 2346
 (0)
Many mistakenly view PR as an emergency measure, a...
Views: 2639
 (0)
A campaign can take up to two to three months befo...
Views: 2986
 (0)
Looking for new publicity? We've placed clients in...
Length: 77
Views: 4248
 (1)
When launching a media relations campaign think bi...
Views: 2466
 (0)
To launch a successful TV PR campaign, you need to...
Views: 3047
 (0)
No small business would exist or function under th...
Views: 2206
 (0)
You can't successfully promote your business unt...
Views: 2337
 (0)
Through public relations, small businesses can com...
Views: 2314
 (0)
Perhaps the most difficult question that a musicia...
Views: 5875
 (0)
The most effective marketing approach is a strateg...
Views: 2537
 (0)
YouTube, Twitter, Facebook, MySpace…. What do all ...
Views: 2684
 (0)
The press release is your calling card to the medi...
Views: 2433
 (0)
Having worked in traditional PR for the past (howe...
Views: 2336
 (0)
The most important part of a media campaign or pub...
Views: 6121
 (0)
Whereas in the past people would choose to read a ...
Views: 2272
 (0)
Pitch your book and you have a certain number of s...
Views: 2388
 (0)
Synopsis: A PR campaign is not a business fire sa...
Views: 5130
 (0)
Just as the image of a physician giving a patient ...
Views: 2186
 (0)
The first few months of a campaign can be difficul...
Views: 2174
 (0)
Synopsis: A self-published author's real struggle...
Views: 2806
 (0)
The story is king when it comes to the media. You...
Views: 2013
 (0)
If you’re a small or mid-sized company, you’re goi...
Views: 2475
 (0)
In “The Vanishing Newspaper” (2004), Philip Meyer,...
Views: 4670
 (0)
This is the most challenging job market since the ...
Views: 2746
 (0)
How to use one article to launch your PR campaign ...
Views: 4884
 (0)
This brave new marketing world is not only intimid...
Views: 4998
 (0)
Not many figure out why they started their busines...
Views: 2124
 (0)
We’re living in a time where not only has marketin...
Views: 3428
 (0)
Market to your strengths. Don’t simply follow som...
Views: 2164
 (0)
A struggling economy offers those that move forwar...
Views: 5746
 (0)
Although public relations usually takes some time,...
Views: 3717
 (0)