“Advertising is what you pay for, publicity is what you pray for.”
This chapter will explore how we communicate with our customers — what vehicles are available to us, and what kind of content might customers respond to.
READ: Chapter 13 (28 pages)
1. Identify and EXPLAIN 3 key differences between ADVERTISING and EDITORIAL/PUBLIC RELATIONS. It would be a good idea to provide a specific example or two using your org.
2. Choose TWO EXECUTION STYLES and describe how they could be used to promote YOUR organization.
3. How can your organization implement PERSONAL SELLING (but not “telemarketing”) to promote your event or program offerings? In other words, how can you leverage the people close to your organization to get your ideas to spread?
Criteria for Success
Provide a separate paragraph or section for each numbered item.
Provide concrete examples the illustrate your understanding of the concepts.
Dive Deeper (highly recommended)
The Real Difference Between PR and Advertising (Links to an external site.), Robert Wynne, Forbes
“Advertising is paid media, public relations is earned media.” If you’re going to work in marketing or a marketing-adjacent discipline, it’s really important for you to understand the difference between, and respective value of, these very different ways of communicating with your potential customers.
For more information on Public Relations read this: https://en.wikipedia.org/wiki/Public_relations
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