The Fall of Advertising & the Rise of PR

1. PR builds brands, advertising maintains them

"Advertising is not brand building. That's the role and function of PR. Advertising is brand maintenance."

PR creates, advertising protects. Public relations is the primary tool for establishing a brand in the consumer's mind. It generates credibility through third-party endorsements and media coverage. Once a brand is established, advertising takes over to reinforce the brand's position and protect it from competitors.

Examples abound. Microsoft, Starbucks, Amazon, and Google built their brands primarily through PR. Even traditionally advertising-heavy industries like beer have seen PR successes like Red Bull, which became a global phenomenon with minimal initial advertising.

The transition is key. Successful brands often start with PR and transition to advertising once they've gained traction. This allows them to build credibility first, then use advertising to maintain their position and remind consumers of their established brand identity.

2. Credibility is key: PR has it, advertising lacks it

"Advertising has no credibility. It's the self-serving voice of a company anxious to make a sale."

Trust matters most. Consumers are inherently skeptical of advertising because they perceive it as biased and self-serving. PR, on the other hand, leverages third-party credibility through media coverage, expert opinions, and word-of-mouth.

The credibility gap is widening. As advertising volume increases, its effectiveness decreases. Consumers are bombarded with thousands of ads daily, leading to ad fatigue and increased skepticism. PR messages, delivered through trusted sources, cut through this clutter.

Credibility translates to action. When consumers hear about a brand through PR channels, they're more likely to believe the message and act on it. This is why PR-driven brand launches often see faster adoption and stronger customer loyalty compared to advertising-driven launches.

3. The power of being first in a new category

"You can't get famous if you're not first in something."

Create your niche. The most effective way to build a brand is to create a new category and be the first to claim it. This gives you a significant advantage in media coverage and consumer mindshare.

Examples of category pioneers:

• Red Bull: First energy drink
• Amazon: First online bookstore
• Gatorade: First sports drink
• BlackBerry: First mobile email device

PR amplifies first-mover advantage. Being first in a category naturally generates news, making it easier to secure media coverage and build brand awareness through PR. This initial publicity is often more valuable than any advertising campaign could be.

4. Slow and steady wins the race in brand building

"Brand building is slow, patient, methodical work. It takes several decades, goes the old saying, to become an overnight success."

Time is essential. Building a strong brand typically takes years, even decades. This is because it takes time for consumers to develop trust and familiarity with a brand.

The rollout strategy matters. Successful brands often start small, generating publicity in niche publications before expanding to larger media outlets. This gradual approach allows the brand to build credibility and refine its message over time.

Examples of slow builds:

• Wal-Mart: Took decades to become a retail giant
• Starbucks: Grew slowly from a single Seattle store
• Red Bull: Spent years building buzz before becoming a global phenomenon

5. Line extensions dilute brand power and publicity potential

"The more products you hang on a brand name, the weaker the brand name becomes."

Focus breeds strength. When a brand tries to be everything to everyone, it loses its distinctive identity and media appeal. Narrowly focused brands are easier to publicize and tend to dominate their categories.

Line extensions can backfire. While they may seem like a way to leverage brand equity, line extensions often:

• Confuse consumers
• Reduce media interest
• Dilute the brand's core message
• Make advertising less effective

Success stories of focused brands:

• Volvo: Safety
• FedEx: Overnight delivery
• Starbucks: Premium coffee experience

6. The right name is crucial for brand success

"Nothing in marketing can succeed unless the name is right."

Names shape perceptions. A brand's name is its first and most frequent point of contact with consumers. It must be:

• Memorable
• Appropriate for the category
• Easy to pronounce and spell
• Distinctive from competitors

Avoid generic or descriptive names. These are harder to protect legally and less likely to generate publicity. Instead, choose names that suggest the brand's key benefit or position.

Examples of powerful names:

• BlackBerry: Suggests small, portable device
• Duracell: Implies long-lasting battery
• Lexus: Sounds luxurious and distinctive

7. Celebrity spokespersons amplify PR effectiveness

"Products don't create publicity. People do."

Humanize your brand. A well-chosen spokesperson, often the CEO or founder, gives media a human face to associate with the brand. This makes it easier to generate news coverage and build personal connections with consumers.

Characteristics of effective spokespersons:

• Credibility in the brand's field
• Charisma and media savvy
• Alignment with brand values
• Willingness to be the public face of the brand

Success stories:

• Steve Jobs for Apple
• Richard Branson for Virgin
• Elon Musk for Tesla and SpaceX

8. Advertising should reinforce, not recreate brand perceptions

"Advertising cannot change minds. Advertising cannot move brands from one position to another inside a mind."

Consistency is key. Once a brand has established its position through PR, advertising should reinforce that existing perception rather than trying to create a new one.

Advertising's role:

• Remind consumers of the brand's core benefits
• Protect the brand's position from competitors
• Deepen the market by emphasizing the importance of the brand's key attributes

Examples of reinforcing advertising:

• Volvo's continued focus on safety
• Coca-Cola's "The Real Thing" campaign
• FedEx's emphasis on reliability and speed

9. PR creates news, advertising cannot

"The media only wants to print what is new, not what is better."

Newsworthiness is essential. PR thrives on creating stories that are genuinely interesting to the media and their audiences. This often involves:

• Launching new categories or products
• Revealing surprising facts or statistics
• Connecting the brand to current trends or issues

Advertising lacks news value. Because it's paid content, advertising is inherently less newsworthy. It can't generate the same level of credibility or interest as a well-crafted PR story.

PR strategies for creating news:

• Be the first in a new category
• Conduct and release original research
• Tie the brand to current events or social issues
• Create events or stunts that generate media interest

Last updated: August 8, 2024