PR vs. Advertising - Setting Your Brand Apart in the Marketplace
There’s a school of thought that says any press is good press. And while being noticed is always a good thing, it’s also always best to be noticed with intention; something that you’ve set into motion among the press outlets that can ultimately offer benefits to your brand. Many people also understandably confuse advertising and public relations. In short, advertising involves a paid message - a print or electronic ad, commercial, radio spot, etc. Public relations involves the dissemination of a particular message through news outlets. The news is picked up because it’s interesting to the reader rather than because the space has been paid for; this is the big difference between advertising and public relations. San Francisco, like any big city, has its share of professionals ready, willing, and skilled at helping businesses to grow their brand through well-chosen messages that are intentionally placed in the appropriate hands.
So how do you find a PR firm that will give you the best opportunities for success and work as a team member toward growing your brand? There are some important factors when choosing the appropriate PR firm including:
*Experience. This may seem like a given, but it’s actually about much more than the ability to write excellent content and identify appropriate channels for your message. Those experienced (with years under their belt) in public relations have access, and even relationships, with media outlets that will eventually help get your message out to the masses. The importance of this type of access cannot be overstated; it can literally make or break a campaign.
*Excellence. A well-crafted with skilled hands message not only stands up and gets noticed by editors, but also well-received by its audience. Look for a PR firm that includes strong, experienced writers on its team; writers that know what news outlets are looking for and what audiences will read.
*Strategy. Strong public relations has a plan in place and that plan typically shifts and changes as priorities shift and the brand continues to grow. Successful PR professionals are also keen strategists that have an understanding of the bigger picture, a road map in mind for success, and an eye for opportunities where your company can stand out as an expert in its field.
About the Company:
San Francisco based Trainer Communications is a high-tech integrated marketing and public relations agency with a team of experts who bring a variety of specialties to the table - from software engineering and broadcast journalism to corporate and digital marketing.
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