Ads or PR

Last week, in the advertising class, after viewing a short video of VOLVO--Life on Board project, the teacher asked for our thoughts. I was the most active student at that moment, who answered the question first. “I think it is a good PR campaign.” As seeing my teacher was a little bit confused, I repeated my answer, “I think it is a nice PR campaign idea.” After my teacher make no comment and moved to next answer, suddenly, I realized that I made a big mistake. It was in an advertising class, how dare I say that? Afterwards, the purpose that the teacher showed this video was because he thought it was a good example of new sort of ads.

Then I started to think this question: Is it true that, nowadays, quite a lot of times, the distinction between ads and PR is not that clear? Even ads experts and PR experts are confused, which may lead to more intense relations between them. So is it true that ads are falling and PR is rising? As a result, they become closer. Or maybe from the beginning, they are part of each other?

After viewing the video, what do you think?

Public Relations Industry in China

As a developing country, why PR course has been developed so fast in Chinese universities?One of my Canadian classmate told me that the reason why she came here for MA PR study at the UK is because there is no master study of PR in Canada.It is really a shock to me. As far as I know, there are lots of Chinese universities providing PR studies--both public universities as well as private ones. What are the reasons behind of this? Is it because of the needs of the economy or it is just a fashion trend? Are the courses in China teaching the same contents as developed countries?

In order to find these answers out, I decided the topic of my dissertation for my Master studies. If trying to do research on the whole public industry of China will be beyond my ability and time, I decided to choose one specific university--Sun Yat-Sen University, which have a high reputation for PR course in China, as a sample.

Sun Yat-Sen University started its PR course from 1994, which has become one of the most popular courses. The subject of PR belongs to the Department of Public Communications. Sun Yat-Sen University is the first to start undergraduate course of Public Relations among comprehensive Universities in China. This course is separated into three different research directions: governmental PR, business PR and international PR. The university even launched night course for working people. At the beginning, there are only10 students. However, in 2005, the number is 30.They invite Dr Crunnig from University of Maryland as their guest lecturer. The head of the department, Professor Weijian Liao is also a board member of Public Relations Institute of China.

Before I do any research, I think some possible reasons of the fast development of PR course might include economic driving, increased demands of Chinese companies, and enjoyment of novelty.

PR VS New Media

Can traditional PR satisfy the changed needs of the society? I think, if they change accordingly, they may survive, if not or unsuccessful, they will die. I think there are three points to illustrate this point of view.

Firstly, because of the emergence of new media,study of website and blogs these new media staff are emphasized by the whole PR industry. The power of new media has been developing so fast and comprehensive that nobody dares to ignore it. Every one working in PR industry has to learn these new skills in order to survive in this highly digitalised world.

Secondly, the channels which PR people were familiar with have already changed. For example, traditionally, PR thinks about newsletter, but now they have to think about e-newsletter. PR campaign is used to be printed or published on newspaper or magazine, but now, on the internet.

Additionally, there is a new kind of press release, named “optimized press release”. Conventionally, press releases are written for journalists’ eyes only, in hopes the editor or reporter would find the content compelling enough to turn it into print. By contrast, at present, they have to please these new media. The writer of the optimized press release has to carefully select keywords or keyword phrases relevant to the press release contents. If written skillfully, the press release can rank highly in searches on Google, Yahoo or MSN.

Finally, even though PR people have already try their best to suit new media, unfortunately, to some extent, it is still abandoned, at least abandoned by Sony. A recent case of Sony can prove this. Sony is planning to launch series of marketing strategies for its new product multimedia games console Playstation 3. They intended to use physical space, blogs and other forms of digital networking to inform, entertain and encourage interaction and debate about all the different things the PS3 can do. According to Alan Duncan, marketing director for Sony computer, Entertainment UK, the strategy has been driven by a belief that traditional advertising and PR would be unable to adequately communicate the PS3’s appeal.

Some smart PR practitioners may realize the danger. However, unless the industry as a whole realizes this, and successfully adapts itself to new environment, there will be casualties, and even more the PR industry will die.

In conclusion, if you still think that PR is the greatest. Nothing should be improved. I think time can tell what will happen. If you already feel the pressure of new media, please carry on and do keep your step with the modern society.

a good example

Today, when I was eating my favorite food of these days--Kellogg's Special K Bliss Creamy Berry Crunch, suddenly, I realize that it might be a good example as recent or future possible relation between Ads and PR.

I started to eat Kellogg's since I saw its ads on the TV, which advocate "drop a jeans size in two weeks". On its ads, there is nothing more than advocate this campaign, which is definitely, I think, a PR campaign. Therefore, it is an example of using ads to advertise a PR campaign.

Of course, Kellogg's is not the first and only brand who did this. There are plenty of examples. For example, Marks&Spencers is another example. They also use ads to promote their "look behind the label"--the organic food campaign.

So, what do you think about this? Instead of always comparing with each other, they can suppport each other. PR can provide fantastic ideas for companies, while using ads to ensure wide media coverage.

However, to some degree, this point of view may reveal the decline of advertising as already pointed by some media professionals. Only using ads itself is not enough for the present. It needs support, which definitely can come from PR.

some people may argue that this is not the way PR works because the function of PR is to use less money but make it known in a wide range. However, some times it does, some times it does not. Therefore, with the support from advertising, the result is brilliant. There are thousands, millions of ads on the TV,radio or everywhere. How can make people remember yours not the others'. A good PR campaign will be a good way. A successful PR idea can ensure a stronger impression from audience and is also easier for people to remember.

future of ads VS future of PR

1)some opinions on Ads VS PR

Most recent brands were built by PR. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising at all.

Advertising lacks credibility. The crucial ingredient in brand building is credibility, an ingredient that only PR can supply.

The big bang approach is obsolete. Traditionally new brands were launched with a big-bang advertising approach. That concept should be abandoned today in favor of a slow build-up by PR.

Advertising has an important role to play. But not in launching brands. Advertising should be used to maintain brands once they have been established through publicity.

No matter what was or is said, as one effective communication method, it will not or can not die. According to the World Advertising Research Centre, which examines global trends, the British advertising market will boom over the next 12 years.

However, it doed need to revolutionise itself.

Goodbye 2006, and hello 2007

Intro:
Read the article "A Bumpy Ride ahead" on The Guardian,Monday December 18, 2006, I have some thought.

Firstly, in 2006,there were some "big issues" happened.For example, the competition between Rupert Murdoch and Google;BT's final launch of broadband TV service and BskyB. Although it is said by the Guardian that " The more things changed, the more they seemed to stay the same", i think these big issues should indicate revolution within the media.

If we look carefully at these happened, most of them are related to new media--internet or broadband.PR, with a close relation with media, should be influenced, at least to some extent.