The Fall of Advertising & the Rise of PR

1. What is "The Fall of Advertising & the Rise of PR" by Al Ries about?

• Core Premise: The book argues that traditional advertising has lost its effectiveness in building brands, while public relations (PR) has become the primary driver of brand creation and growth.
• Advertising vs. PR: Al Ries and Laura Ries detail how advertising is now best used for maintaining established brands, whereas PR is essential for launching and building new brands.
• Historical Context: The authors compare the shift from advertising to PR to other historical changes, such as the rise of photography over painting as a means of representation.
• Practical Guidance: The book provides a roadmap for companies to shift their marketing strategies from an advertising-first to a PR-first approach.

2. Why should I read "The Fall of Advertising & the Rise of PR" by Al Ries?

• Challenging Conventional Wisdom: The book questions the long-held belief that advertising is the main tool for building brands, offering a fresh perspective for marketers and business leaders.
• Real-World Examples: It uses numerous case studies (e.g., Starbucks, Red Bull, Microsoft, Amazon) to illustrate how PR, not advertising, was key to their success.
• Actionable Strategies: Readers gain practical advice on how to launch, build, and maintain brands using PR, and when to use advertising effectively.
• Industry Relevance: The book is especially valuable for those in marketing, PR, entrepreneurship, and business strategy, as it addresses current challenges in a saturated media environment.

3. What are the key takeaways from "The Fall of Advertising & the Rise of PR" by Al Ries?

• PR Builds, Advertising Maintains: Brands are best built through PR and maintained through advertising, not the other way around.
• Credibility is Crucial: PR has credibility because it leverages third-party endorsements, while advertising is seen as self-serving and less believable.
• Creativity in the Right Place: Creativity should be focused on PR to generate newsworthy stories, not on making advertising more entertaining or shocking.
• Line Extensions and Names Matter: New brands and categories are more likely to succeed with unique names and PR support, rather than as line extensions supported by advertising.

4. How does Al Ries define the main differences between advertising and PR in "The Fall of Advertising & the Rise of PR"?

• Function: Advertising is best for brand maintenance; PR is for brand building.
• Credibility: PR is perceived as more credible due to third-party validation, while advertising is often distrusted.
• Approach: Advertising is spatial, visual, and uses the "big bang" approach; PR is linear, verbal, and relies on a slow buildup.
• Cost and Reach: Advertising is expensive and tries to reach everyone; PR is less costly and targets influential audiences who spread the message.

5. What is the main argument against using advertising to launch new brands, according to "The Fall of Advertising & the Rise of PR"?

• Lack of Credibility: Consumers are skeptical of advertising claims, especially for unknown brands, making it ineffective for launches.
• Over-Saturation: The sheer volume of advertising has made it background noise, reducing its impact and memorability.
• Ineffective Creativity: Creative or entertaining ads may win awards but often fail to drive sales or brand loyalty.
• PR's Advantage: PR leverages media coverage and third-party endorsements, which are more likely to be trusted and remembered by consumers.

6. How does "The Fall of Advertising & the Rise of PR" by Al Ries recommend launching a new brand?

• Start with PR: Use publicity to generate media coverage and third-party endorsements before spending on advertising.
• Create a New Category: Position the brand as the first in a new category to attract media interest and avoid direct competition.
• Develop a Strong Name: Choose a unique, memorable name that supports the new category and is easy for the media to use.
• Leverage a Spokesperson: Use a credible, ideally high-profile, spokesperson (often the CEO or founder) to humanize and promote the brand.

7. What are some real-world examples from "The Fall of Advertising & the Rise of PR" that illustrate the power of PR over advertising?

• Starbucks: Built its brand with virtually no advertising, relying on word-of-mouth and media stories about its unique coffee experience.
• Red Bull: Became a global leader in energy drinks through PR and event marketing, not traditional ads.
• Microsoft: Achieved brand dominance through extensive media coverage of its products and Bill Gates, not through memorable ads.
• Amazon.com: Used PR to communicate its 30% discount on books, which was picked up by the media and spread rapidly.

8. What are the dangers of focusing on creativity and awards in advertising, according to Al Ries?

• Misplaced Priorities: Agencies often prioritize winning creative awards over driving sales or building the brand.
• Disconnect with Consumers: Highly creative ads may entertain but fail to communicate the brand’s value or motivate purchases.
• Short-Term Buzz, Not Long-Term Growth: Campaigns like Budweiser’s “Whassup?” and Nike’s “Just Do It” generated talk value but did not necessarily translate into increased sales.
• Lack of Measurable Results: Award-winning ads are rarely evaluated on effectiveness or ROI, leading to wasted budgets.

9. How does "The Fall of Advertising & the Rise of PR" address the issue of line extensions and brand naming?

• Line Extensions Dilute Brands: Extending a brand name to new categories (e.g., Coca-Cola’s KMX, IBM PC) often confuses consumers and dampens PR potential.
• New Brands Get More PR: Launching a new brand with a unique name (e.g., Lexus, Saturn, PlayStation) attracts more media attention and consumer interest.
• Naming Matters: The right name can make or break a brand’s PR success; names should be memorable, category-appropriate, and easy to pronounce.
• Avoid Generic or Confusing Names: Names like Accenture or Kiwi Airlines lack story value and hinder PR efforts.

10. What is the recommended role of advertising in brand strategy, according to "The Fall of Advertising & the Rise of PR"?

• Brand Maintenance: Use advertising to reinforce and remind consumers of a brand’s established position, not to create new perceptions.
• Consistency with PR: Advertising should echo the themes and perceptions established by earlier PR efforts.
• Defensive Tool: Advertising acts as insurance to protect a brand from competitors once it is established.
• Avoid Changing Perceptions: Advertising is ineffective at changing entrenched consumer perceptions; it should deepen, not broaden, a brand’s position.

11. What are the 14 key differences between advertising and PR as outlined in "The Fall of Advertising & the Rise of PR"?

• Wind vs. Sun: Advertising is forceful and resisted; PR is gentle and persuasive.
• Spatial vs. Linear: Advertising is a one-time, multi-channel push; PR unfolds over time.
• Big Bang vs. Slow Buildup: Advertising launches with a splash; PR builds momentum gradually.
• Visual vs. Verbal: Advertising relies on images; PR relies on words and stories.
• Reaches Everybody vs. Somebody: Advertising targets the masses; PR targets influencers.
• Self-Directed vs. Other-Directed: Advertising is company-controlled; PR is media-driven.
• Dies vs. Lives: Ads are short-lived; PR stories can be referenced for years.
• Expensive vs. Inexpensive: Advertising costs more; PR is more cost-effective.
• Favors Line Extensions vs. New Brands: Advertising supports extensions; PR supports new brands.
• Likes Old Names vs. New Names: Advertising prefers established names; PR thrives on new ones.
• Funny vs. Serious: Advertising often uses humor; PR is more serious and credible.
• Uncreative vs. Creative: Advertising should be unoriginal and reinforcing; PR should be creative and newsworthy.
• Incredible vs. Credible: Advertising lacks credibility; PR is trusted.
• Brand Maintenance vs. Brand Building: Advertising maintains; PR builds.

12. What are the best quotes from "The Fall of Advertising & the Rise of PR" by Al Ries, and what do they mean?

• "Advertising is the wind. PR is the sun." – PR gently influences and persuades, while advertising tries to force its way into the consumer’s mind, often with less success.
• "You can’t build a brand if you can’t win the battle for the mind." – The ultimate goal is to establish a strong, favorable perception in the consumer’s mind, which PR is better equipped to achieve.
• "Advertising is not brand building. That’s the role and function of PR. Advertising is brand maintenance." – This encapsulates the book’s central thesis: use PR to create, advertising to sustain.
• "Creativity doesn’t belong in the advertising department; creativity belongs in the PR department." – The book argues that originality and newsworthiness should be focused on PR, not on making ads more entertaining.
• "A brand is a perception in the prospect’s mind." – Success depends on shaping perceptions, which is best accomplished through credible, third-party PR rather than self-serving advertising.