There is a common misconception that advertising and public affairs are the same thing.
This is certainly not the case. In fact, they are quite different animals – even though they fall into a similar space. Today, we are going to look at a few of the differences between these two topics and how to effectively use both.
Advertising is a strategic placement of media that is paid for. This can be print, digital, radio/television or outdoor billboards. Advertising is used to hit a mass market of consumers within a given target market on a somewhat larger scale. Advertising is a highly effective solution to boost sales by offering information on your products and services. One constraint that advertising poses is the lack of immediate communication between a consumer and the business.
Public affairs is the practice of building relationships with the media and consumers and offers an easy communication path. Public affairs has progressed over the last few years – moving away from the tradition of press releases and media appearance and entering a digital world of social media posts and instant consumer interaction. Public affairs is highly important in that it is how businesses build relationships. One part of public affairs that is often overlooked is the participation in community events. This strategy is one of the best methods to get face-to-face interaction with buyers.
Both public affairs and advertising have their place in a marketing strategy and, if delivered correctly, can help to positively impact a business’s bottom line. If you need assistance in determining how one or the other – or a mixture of both – best fit into your corporate strategy, contact Omni Public today for a consultation.