Monday, May 31, 2010

Why was your press release more effective than the ads we’ve been placing?

The marketing term is “third-party endorsement.” Advertising builds awareness. Public relations and resulting news coverage builds credibility.

People expect an ad to say positive things about a company. When a press release results in news coverage in a local newspaper or independent media, it’s assumed that the media has checked to be certain the story has some validity. Just think about a favorable movie review vs. an ad for the same movie. Which are you more likely to believe?

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