There’s an old saying: “Advertising is what you pay for, publicity is what you pray for.”
In today’s post, we’re exploring what PR is not.
And straight off the bat, dear readers, PR is *not* advertising.
PR is defined as ‘earned media’, which is arguably the most trusted and credible form of content for a brand. In other words, earned media is ‘king’.
You can pay for all the advertising your budget will allow, but when it comes to influencing buyer behaviour, a well-placed article in a magazine, newspaper or popular blog is where the high conversions really happen.
We can all learn a lot from 1999’s cult-classic teen film, American Pie. Yes, that’s right: things even more business-relevant than late 90s fashion, not playing with your food and always, always locking the door when you’re… ah-hem… you know what we mean.
Mid-way through the film there’s a scene in which mochaccino-drinking sophisticate, Paul Finch asks his pal, Kevin to agree with anything he hears about him. Puzzled, Kevin agrees. Quickly, Kevin’s promise is tested when a fellow high school student – delightfully credited by IMDb as ‘Random Cute Girl‘! – runs over seeking confirmation on whether his friend Finch is… equipped. (You know; ‘trouser-wise‘.)
Bewildered and yet remembering his earlier promise, Kevin confirms the rumour and the girl returns to her waiting friends in a flutter of giggling teenage excitement.
Georgie is 18yrs old and studying English Language, Psychology and Government and Politics A Levels at Weymouth College.
During my week’s work experience at In the Bag PR, I have been given an insight into how a PR agency works to promote its clients through public relations and social media. It has been really interesting to learn how a PR agency helps businesses to grow and develop and gain exposure to potential customers.
I experienced how the day progresses from scheduling press releases to watching Pippa in conference calls to update clients on the progress being made. It is essential that the agency is in contact with its clients to give input and offer advice, ensuring that the client’s brand is actively moving forward. Not only is it important to keep a professional relationship with the clients but also with media contacts.
One of my tasks during my week’s work experience was to write press releases for children’s retail brands, these were sent to journalists to try highlight new products in the build up to Christmas. This was especially important as we know that journalists are looking at Christmas gifts and Christmas is a key time of year for retail brands. I also undertook some research for potential new clients within the child retail market. This involved looking for brands which fit the agency’s clientele.
A young Jamie Oliver was working as a sous chef chef at River Café while the BBC were filming a feature. At the time, the director was looking for the next ‘big thing’ in the TV chef world – Oliver made an unscripted appearance, lit up the cameras… and voilà – he got his first big break!
Fast forward to today, Oliver has sold over 37 MILLION books in 36 different languages. His app has over 12M downloads, he has 37 television titles broadcast globally, 10M unique monthly visitors to his website, the #4 Food Channel on YouTube and the fastest growing drinks channel in the world.
And he’s worth a cool £240 million.
Yes, you read that correctly! We’re starting to get into the Christmas spirit here at In The Bag PR, even though we’re only a week into July.
In fact, we’re feeling so festive that we’re considering setting up the xmas tree a few months early… Maybe…
July is a significant month for product brands, as journalists are eagerly preparing their December features. If you want to boost your sales and exposure this festive season, now’s the time to do it!