Don’t make the same mistake many companies make when it comes to PR
A mistake that companies often make when hiring a public relations firm is hiring an ad agency that dabbles in PR. While this may seem like the best of both worlds – it’s far from it. Often, ad agencies that say they do PR end up recommending mostly advertising programs (at an additional cost) while you’re still paying a PR retainer. In fact, this can end up costing you more money than a PR campaign. Don’t fall prey to hiring an ad agency that dabbles in PR. It’s mistake #2 of the 15 mistakes companies make when hiring a PR firm.
Here are four reasons you should keep your PR firm and advertising agency separate.
- PR builds a brand; advertising supports it.
Don’t let an ad agency fool you. How often do you, as a consumer, ignore an advertisement because it’s easy to press the fast forward button, change the channel and flip the magazine page? People are more likely to believe and trust a news story about a thought-leader than an advertisement.
- PR firms have experts.
When you hire an ad agency, you’re hiring experts in buying advertisements. You aren’t getting a team solely dedicated to ensuring your company and spokespeople are thought-leaders in your industry.
- Ad agencies are costly.
An ad agency will make recommendations for an advertising program, which is an additional cost to your company, while you still pay a PR retainer.
- PR reaches more people.
In today’s digital age, more and more articles are published online, even as they continue to publish in print. These articles often stay online a decade or even longer, while a print advertisement never publishes online – it’s seen once and that’s it. And, typically, people don’t share ads on social media – unless they’re controversial.
Axia Public Relations became strictly a PR firm years ago so we could focus on doing what we do best: being experts in our industry and ensuring our clients have the best results and media contacts. Start by hiring a PR firm that specializes in media relations to build your brand. We offer the tools and resources you need to become a thought-leader in your industry. Watch our media and spokesperson training webinar to help you gain your footing if you’re stuck with an advertising agency that dabbles in PR, instead of a PR firm dedicated to your company’s needs.
Marjorie Comer is an award-winning PR professional. She graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Marjorie has worked for Axia Public Relations since October 2011. Follow her on Twitter @Marjorie_Comer. Learn more about Marjorie Comer.
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