Imagine you call somebody with the message: “you don’t know me, you don’t know my product and you don’t know my company, but I would like to make a appointment with you”. Properly you would hand up the phone immediately. If you never heard of a company, would you pay attention for its commercial message? Another question: if you could choose between a advertisement page where you can place your own message or a journalistic article about your products in the same magazine? You properly choose for the last option with the motivation “that has credibility” you think.
For many managers is marketing a synonym for advertising and PR is not. When you talk about a Marketing Campaign, the question rise “where are we going to advertise and how much advertising budget do we have’’ With PR you let your story be told though a third party, mostly media. PR, people trusts, advertising not. An interesting book about this subject is the fall of advertising & the rise of PR, written by Al and Laura Ries. gr. jacqueline