PR is carried by a third party
An article has higher credibility than an ad.
If a journalist writes about a new product, it means that the journalist has found the product interesting enough to use space in his paper to describe it – and, as an independent party, has assumed that the readers have an interest in the product. | | PR: How does a jounalist think? |
Such an article will often be the fruit of a successful PR effort.
In return, the journalistic filter places certain demands on the messages that the company wants mentioned. It is important to think ‘journalistically’ and recognise ‘the good story’ as the journalist sees it.
Advertising and PR go together
In an ad, the company can present its messages without having to consider journalistic news criteria. Companies and organisations are able to speak directly to the target group – with the strength that is inherent in such communication.
Often it is a good idea to let PR and advertisements go together so that the two media can supplement each other and strengthen the messages.
Read more about:
· What are PR and Communication?
· PR and communication: Getting Your Messages Across
