So what is the difference between a PR project and an advertising campaign?
An advertising campaign is often used as a way to promote goods and services, while a PR project always serves the purpose to create and improve a company's image that drives selling of goods or services.
If the consumers are still not familiar with the brand, they are unlikely to buy the company's products. At the same time, if the product does not differ in quality or does not meet the customers' expectations, it is also unlikely to be successful for a long time, despite any advertising campaigns.
The PR Campaign's Purpose & Objectives
- To increase the brand awareness
- To strengthen the company's reputation, to develop loyalty to the brand or company, and to form the long term sustainable image for a specific product in the market
- Provide efficient reputation management: minimizing negative information about the company, brand, products, and forming the positive reputation for the company or strengthening the already existing one
- Gaining trust: establishing a trusting relationship with the target audience
- Creating a positive image for a brand, company, or specific product: forming an attractive image of a company, brand, or specific product in the minds of the target audience
- Reinforcing mutual, beneficial, and cooperative relations with the target audience
- Increasing credibility in the target industry: introducing into the minds of the target audience the belief in the company's high competence due to a sustainable PR campaign, which can clearly indicate a company's reliability and efficiency, and using the media for enhancing the company's marketing competency
Successful PR Campaign's Outcome
- Increased sales
- Attracting external investments into the company
- Reducing advertising costs: an effective PR campaign, as a rule, significantly reduces cost to advertise its own products for any enterprise, since the company's name begins to work on its own benefit
- Increasing competitiveness: the more well-known a brand is, the more powerful player the company becomes in the market.