The Application of Public Relation and the use of Advertising are some times misunderstood, and ignite a series of unanswered questions for companies needing to create mass awareness for themselves.

When do you use public relation? Why should one advertise? The best solution for these topics is, “All depends on what you are trying to accomplish.” Use Public Relation (Image Marketing) and advertising simultaneously as well as separately when the situation calls for it.

No doubt that Asian countries are becoming the hub of international companies for launching, venturing and making foray into various segments of consumer goods. As per my consideration the end consumer for most of the products is middle class and India is the second largest state after China in the world. In last 12 years if we look at the fashion industry, a major boom is noticeable and one should not surprise that Indians are winning beauty pageants in row. As a result in today’s date, adverting and public relation are celebrating their recognition as the best tools for communication. Not only MNCs but also small and middle-sized Indian companies are concentrating on cost effective awareness campaigns instead of orthodox advertising.

Extent of massage control is the main distinct difference between PR and adverting. When, where and how an advertisement runs is quit controllable since the ad space purchased in any format (i.e. broadcast, radio, print, internet, outdoor etc.) enables one to have inherent control over what massages are communicated.

Conversely, while the process of creating massages through public relation is controllable but after the massage has left the ‘nest’ is often uncontrollable. The most uncontrollable factor is whether the media view your information is newsworthy. In advertising there is no question whether your information is publicized – if the cheque cleared, you are in.

One must be thinking now to have the control of the massage from beginning to end so you have decided that advertising is the best way to go for. But here I say, “If the massage is communicated through PR, professionally, passionately and handled with tactical management, it becomes very controllable too and gives positive enhancement”. Have you thought about the current shelf-life of an advertisement? What about implied endorsement? Costs involved?

Shelf-Life: TV Commercial (Press Ads too) and the press release
When the Shelf-Life of an ad is concerned, every one knows that its very small, specially TV commercials. If you want to sustain your brand in the market then you have to spend frequently on ads. Where as in PR a press release has a long shelf-life in various forms, like an archived press release and news article still ranks high in terms of Internet longevity.

Implied Endorsement: Filter and without filter
No matter how interesting an advertisement might be, it is recognized as a self- serving communication. Here one thinks that someone paid to have a massage targeted directly to a consumer. There is no third party endorsement, no filter before it reaches you.

Public relations afford the credibility of indirect third party endorsement. This means that no one has been paid to get advertising placed, but a publication is free choose to give space to a story about your company. An endorsement such as this is a powerful tool in shaping public opinion.

Cost Involved: See the cost effectiveness
Advertising exposure is often proportional to the money spent on advertisements. Whether your ad placed on a hording overlooking the highway, a publication vaguely circulated or plays during prime time television slots. NO doubt that advertising consumes your budget faster than a well-placed, well-written press release.

The quaint essence of media management is: for small companies, public relation is the better option for direct and personal communication with a target audience. For larger companies with a sufficient budget, advertising along with public relation may be right combination for success.