What Should Come First: Public Relations or Paid Ads?
Introduction
In the world of marketing, there are two powerful tools at your disposal to build your brand and drive business growth—Public Relations (PR) and Paid Advertising. Deciding which one to prioritize can be challenging, especially for small business owners, marketing professionals, and Chief Marketing Officers.
As industry experts, we’ve helped clients navigate the choice between both and identified when the time is ripe for Paid Ads versus investing in PR. To help you make an informed choice, we’ll compare PR and paid ads based on three key considerations including their impact on brand equity, cost to implement and sustain, expected results, and reasons to choose one over the other.
What is the Impact to Brand Equity?
Public Relations
"Advertising is a hammer, and public relations is the nail," suggests marketing guru Al Ries, highlighting the subtle yet powerful impact of PR on brand equity.
PR is often seen as a long-term investment in your brand’s reputation. It involves managing how information about your company is disseminated to the public and influencing the perception of your brand. PR strategies like press releases, media interviews, and thought leadership articles help build credibility and trust. For example, PR can help your business capture positive public sentiment toward a desired policy or product goal like we did with the National Potato Council.
READ MORE: Never Stop Never Stopping: Potatoes Take Off, Again | Evocati PR
Paid Advertising
Paid advertising, on the other hand, gives your brand immediate visibility. Whether it’s through social media, Google, or sponsored content, ads can quickly place your brand in front of a targeted audience.
READ MORE: No Budget, No Problem: How to Boost Your Advertising on a Shoestring Budget | Evocati PR
However, the credibility that comes with PR is often missing in paid ads, as consumers are more skeptical about information presented in advertisements.
What is My Cost to Implement and Sustain?
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Public Relations
The cost of PR can vary widely depending on whether you hire a PR agency, create an in-house team, or use a combination of both. While PR efforts may require a significant initial investment, the ongoing costs can be relatively low once relationships with the media and influencers are established. Consider seeking a Micro PR firm like ours for help.
READ MORE: Small PR Giants: Uncovering the Hidden Powers of Micro PR Agencies | Evocati PR
Paid Advertising
Paid advertising usually requires a continuous investment to maintain visibility. The cost can quickly add up, especially in competitive industries. Budgeting for ad spend, creative development, and campaign management is crucial to ensure you get a good return on investment (ROI).
What Results Can I Expect?
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Public Relations
The results of PR are generally slower to manifest but longer-lasting. Successful PR campaigns can lead to increased media coverage, improved brand sentiment, and a stronger reputation. These outcomes contribute to long-term brand loyalty and sustained business growth.
READ MORE: Client Success | Executing a National Media Campaign for a Leading HBCU | Evocati PR
Paid Advertising
Paid ads can deliver quick results, making them ideal for short-term campaigns and promotions. Metrics such as click-through rates (CTR), conversion rates, and sales can be tracked in real-time, allowing for immediate optimization. However, the effects of paid ads are usually temporary and cease once the ad spend stops.
Why Should I Choose PR over Paid Advertising?
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There are four reasons why we recommend focusing on PR over Paid Advertising if you’re seeking to increase brand recognition and grow your company’s reputation:
Credibility and Trust: PR builds credibility and trust with your audience through third-party endorsements and earned media coverage. A well-placed article or interview can have a far-reaching impact.
Cost-Effectiveness: While initial costs can be high, PR often proves to be more cost-effective in the long run as it does not require continuous spending like paid ads.
Brand Equity: PR efforts contribute significantly to building and maintaining strong brand equity by shaping public perception and establishing your brand as a leader in your industry.
Sustainable Growth: The benefits of PR, such as increased brand awareness and improved reputation, tend to be more sustainable than the short-term gains of paid advertising.
"PR is not just about getting your message out on cable news or a podcast. It's about creating stories that resonate and build trust with consumers over time. While paid ads can drive immediate action, consistent PR efforts will elevate your brand to new heights." - Barrett Y. Bogue | President & Founder at Evocati PR
You Got This!
Both PR and Paid Advertising have their merits and can play crucial roles in your marketing strategy. If you’re looking to build long-term brand equity and establish credibility, prioritizing PR may be the best approach. On the other hand, if you need immediate visibility and quick results, investing in paid ads could be more effective.
Ultimately, the best choice depends on your specific goals, budget, and the unique needs of your business. A balanced approach that leverages the strengths of both PR and paid advertising might offer the most comprehensive solution.
Ready to elevate your PR efforts? Contact us at Evocati PR for expert guidance and support. Learn more about how we can help you create impactful PR strategies tailored to your business needs. Empower your brand with strategic PR—because every brand deserves to be noticed, and every underserved community has a story to tell.