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- Advertising still plays an essential role in many marketing campaigns. But when PR is ‘bolted on’ to advertising campaigns, it seldom works as effectively as it should.
- Creative, innovative, smart advertising integrates smoothly with the PR and with all other aspects of the marketing mix; particularly, nowadays, with web campaigns.
- Advertising-led PR often annoys journalists, and generates resistance, because it is too commercial. No journalist on a credible publication will want to carry news after it has been the subject of advertising (they are more likely to regard it as ‘history’, rather than news).
- On the other hand, PR-led advertising can be highly effective in generating multiple key-message delivery to target audiences. The PR comes first; the advertising later (although in some cases, highly creative advertising can generate useful column inches all on its own).
- Garnett Keeler is skilled in the application of PR-led advertising, and can bring all the necessary resources to bear, including creative and media buying.
- Effective advertising needs to run over a sustained period of time. The most effective advertising campaigns should aim to generate website visits and to reinforce the key messages delivered in the PR.
- Tactical advertising can even play an important role in crisis and issue management.