Why PR is Better Than Advertising

Since public relations and advertising both work toward accomplishing the same goals for a business or organization, it can be difficult to determine the difference between the two and which is more effective. At their core, advertising and PR are tools that brands use to reach their target audience and promote their product or service. The most basic difference between the two is that advertising spots are paid for, while public relations placements are earned through media pitches and press releases. With money on the line, marketers feel immense pressure to decide where they should focus their efforts and with all due respect to Don Draper, PR is better than advertising.  

Builds Credibility

One of the most pressing downsides of advertising is the lack of authenticity. Consumers know that image, video or message was bought, and unless it’s something compelling like a Super Bowl commercial, they are unlikely to give it their full attention. Think of the last time you were watching a YouTube video or your favorite Hulu series. Do you remember the ad that played before it started or did you skip at the earliest opportunity? 

Public relations, on the other hand, provides third-party credibility in the form of a journalist, blogger or influencer. A company or organization pitches an idea, but the story itself is told by someone else. Just as you did for the advertisement, now think of the last article you read or news story you heard. Chances are it’s much easier to remember specific details since the information came from a reliable source rather than straight from a business. That’s the power of PR in action. 

Expanded Reach

When it comes to advertising, you get exactly what you paid for and nothing more. Let’s use TV commercials as an example. If a law firm pays for a 30-second ad to promote its criminal defense practice, the law firm gets a 30-second ad to promote its criminal defense practice. However, with public relations, messages and information can be delivered time and time again. 

Instead of a commercial, let’s say one of the firm’s attorneys scores an interview with a business publication about a recent case. While the message is out of the firm’s hands, that article could then be picked up by another publication, shared on social media or used in a media pitch to secure another interview. Now, instead of just one ad that was over and done with in less than a minute, the firm has generated far more exposure and reach through its PR practices. 

Integrated Approach

We use public relations, content marketing, influencer marketing and more to improve reputations, relationships and results.

Let us show you how.

Establishes a Connection

One of the easiest ways to highlight the value of public relations is to think of it like a conversation between your business and members of your target audience. Take social media, for example. Your company’s Facebook, Twitter, LinkedIn and Instagram profiles allow for a direct line of communication between your brand and your consumers, establishing a connection and making them feel a personal bond to your business. 

Advertising, on the other hand, is a form of one-way communication. It’s one brand pitching its products or services to its target audience and while it is still possible to generate a response from someone, it doesn’t incite a conversation or connection the same way that public relations does. Advertising is about communicating to the masses, while PR includes more of a personal touch. 

More Bang for Your Buck

Regardless of industry, many business decisions come down to a matter of dollars and cents and for the purpose of marketing a brand or product, public relations is a much better investment than advertising. For example, placing a print ad in a business journal can be quite costly. Between spending money on the placement and valuable time on the design and copy, it’s an expensive play for an ad that will likely be ignored by many of the readers. 

However, what if your company secured a story in that same journal rather than placing an ad? Subscribers read that journal for the stories, not the advertisements. Now, there’s a real opportunity to establish a connection and generate new business leads at a fraction of the cost of advertising. That same journal article can then be shared on social media, turned into a blog post or used in a pitch to earn even more coverage for your business. 

Advertising still has its place in the marketing world, particularly when it’s used to reinforce something that has already been told through media coverage, but the power of public relations for your business can’t be understated. Our agency is rooted in the foundations of public relations, and we have taken that deep bench of experience and created a unique brand of integrated marketing that puts relationships and reputations at the forefront. If you need help fleshing out your public relations strategy or just want to bounce around some thoughts, let’s connect. We’d love to start a conversation with you about how we can create results for your business. 

McDonald’s

Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

Find out how.

Close

Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Close

Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.