What is news?
The difference between Advertisements and Public Relation. The word “Public Relation” started as a way to explain the fact that in many nations. Where politics are more pronounced than in others. There are always publicity campaigns conducted by companies and organizations seeking new markets for their products — be it through journalism campaigns or creating celebrity-oriented content. (Public Relation)
Advertising can take place via newspapers, magazines, radio stations, or television channels. But on social media platforms like Twitter. Even on websites created specifically for selling or promoting a product. Advertising can also occur via conferences, conventions, exhibitions, and trade shows. In addition, advertising can also take place in bookstores, universities, and other areas where public attention is paid. Some of these promotions might be directed at individual consumers, but most often are focused on reaching a wider audience.
Advertising generally targets a specific audience. Whereas public relations seeks ways to reach people outside their normal circle through events, partnerships, interviews, public appearances. Community engagement through grassroots organizing and local grassroots community groups that push for and champion for change within their respective community. This type of outreach is not limited to marketing. It includes advocacy efforts, civil rights movements, labor unions, environmental activism, animal welfare, human rights issues, and much more.
Public relations has been using for over the last 20 years to convey information about companies and organizations to their audiences. Businesses such as Google, and Apple have all employed the use of public relations tactics to communicate with their audiences. They advertise themselves at promotional events. Often they pay celebrities or influencers to speak on behalf of their brand.
Public relations has changed from focusing mostly on attracting sponsorship dollars to becoming an important part of the business.
How businesses communicate the values of their company. Companies like PepsiCo, Marriott, Disney, Toyota, Honda, Netflix and Nestlé have made use of public relations strategies to the market. Their brand in various fields and generate revenue from these efforts. Such strategy has resulted in billions of dollars of sales across a variety of industries.
What are Online Communities?
A website created for people to connect is called an online community. Online communities have a number of different types of forums that vary in size and complexity of the conversation. As discussed in the prior paragraph, public relations uses online communities as a tool to reach a broader audience. So traditional advertising does. With social networks like Instagram starting to become incredibly popular. We can expect that private companies will soon utilize this tool in lieu of paying celebrities or influencers for advertisements. Websites like Reddit, Amazon, Snapchat, Youtube and many others have already developed a thriving ecosystem to engage audiences.
While Facebook, Twitter and Reddit are increasingly popular platforms, the social networking site YouTube is growing exponentially. Several major game developers create games on a regular basis to increase their popularity. Other online communities include Discord, Quora, Tumblr and LinkedIn. Facebook, WhatsApp, Gtalk, Skype, WhatsApp and Messenger also offer messaging services to help organize conversations with other groups. When I mentioned Snapchat in my previous article, Snapchat formed out of the desire to combine Snapchat’s video sharing technology alongside the Snapchat platform to create a truly immersive experience that would allow attendees to post photos and videos to share in person or virtually with other Snapchat enthusiasts. There are numerous examples of companies utilizing live streaming platforms such as Twitch, Zoom, Instagram and YouTube to engage audiences in interactive ways.
How do You Measure Success?
The measurement of the success of public relations activities does and measuring the impact of the strategy to reach an audience and getting feedback from those audiences. A great way to gauge whether the publicity effort is meeting its goals is seeing the results of the campaign. Most organizations and advertisers know that to successfully leverage public relations programs most often requires substantial resources, both financial and manpower. Organizations like Coca Cola has spent nearly $10 billion to drive awareness among young adults in America and in Africa. Their work paid off when Coke became synonymous with positive mental health and well-being through their Kids Help Phone initiative designed to provide children, families and communities who were experiencing homelessness with emergency phone numbers.
This innovative model for improving emotional health and life opportunities across the globe recogniz as one of the best of the modern day, motivating a vast majority of consumers to take action and provide assistance. Others have made similar advances as well. Nike, the maker of footwear, announced earlier this year the launch of a mobile app to support women’s empowerment and access to economic empowerment.
Advertising on Television and Radio
With advertising techniques now shifting away from sponsoring talent and relying on celebrity appearances, public relations is likely to find itself in the spotlight again. Companies such as CBS, FOX, Paramount, Warner Bros., NBC Universal and Mastercard have all invested heavily in public relations marketing. Fox Corporation has spent millions of dollars in broadcast advertising over two decades, while CBS Corporation spend millions, particularly since 2001, on entertainment programming based on stories of people and brands from the past.
Radio stations around the country have invested their syndical revenues in advertising that are either curated by the hosts or bought by advertisers. Podcasting companies are beginning to expand beyond established stars. Such as Pandora and SiriusXM and instead are taking an expansive approach aimed at connecting with audiences with unique interests, such as musicians. Not surprisingly, radio and television companies are exploring options for using online platforms. Such as Spotify, Amazon Music and Google Play to increase viewership and engagement.
If social network sites like Snapchat, MySpace, and many others continue to grow. One could assume that online communities themselves are going to get bigger. Users creating social networks that center around people and places around a particular location can seen as a significant shift from their predecessors. Who only lived in towns or neighborhoods. Already there are hundreds of thousands of social communities, and tens of thousands of people sharing the same space to make connections. People can share photos and stories from the city. Where they wish to hold and from wherever they go whether on vacation or visiting distant cousins living in other countries. As more companies begin to recognize the power of this newfound ability to connect with audiences anywhere they are locate. So expect more companies to follow suit.