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Branding in Relation to Marketing, Public Relations & Advertising

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CLICK HERE TO SEE MORE FROM THIS EXPERT: www.docstoc.com/docs/101636968 Sasha Strauss is the Managing Director at Innovation Protocol (innovationprotocol.com). Advertising: brief & repeated communication with an audience Marketing: direct information targeting a specific group Public Relations: focusing on the audience influencers Brand Strategy: ensuring all your marketing is based around a common concept
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Text Comments (17)
rayan alyousfi (2 months ago)
That’s not what PR about!
Joe 2.0rg (4 months ago)
What?!?! Great video quality, presentation and layout. It's so unfortunate the content was all wrong. Put in its simplest form. Advertising is a subcategory of marketing.
Riche Medley (1 year ago)
Great insights
wendy lamse (2 years ago)
But directly related to handicap
wendy lamse (2 years ago)
I may have done it wrong
Lyndon Johnson (4 years ago)
Oh man... this is all wrong!  It's this sort of thing that make me consider giving up and going to do something else. Public relations is about building relationships with a defined audience.  Marketing is about getting your audience to take action.  Publicity is the communication of information without any attempt to get them to take action or build a relationship.  Your brand is what your audience says about you when you're not in the room. Adverts, the media, social platforms are all just vehicles for communicating!
KELLEN KASH (3 years ago)
do you have a better video on your channel?
Lyndon Johnson (4 years ago)
+L White  Yes, that's exactly what I'm saying - most editorial, whether by journalists or contributors - misunderstands the meaning or PR and marketing, and the difference between PR and publicity.   It doesn't matter whether the piece is in Forbes, Investopedia, PR Week, Marketing magazine... if, as is often the case, the author doesn't understand the basic concepts the article has little or no practical value. The CIM piece explains [from a skim read]  that marketing is more than just brand building - it has a commercial element to it... which I'd agree with [and made this point earlier].  But it's primary function is not sales.   If it was, why have a sales and marketing department?  Why not just have a marketing department?  A large number of companies only have sales teams, with marketers in them. I never said that there is not value in a good publicist - just that PR is different from publicity. Most journalists would disagree with you that they are experts.  They are simply writing pieces based on sources of information.  Their pieces are only as informed as the people the get information from.  They have to go along with the myth while their employer makes money from advertising around stories that people want writing, but not when it is personal  - so commercially they'll imply endorsement, but not when it is their reputation on the line.   It's not about a personal ethical code.  It's about understanding and being clear about what the PR industry sells so that everybody is clear. When the so-called professionals aren't clear on the definitions of what they are paid for that creates a problem in my mind. +Lyndon Johnson 
Independently PR (4 years ago)
+Lyndon Johnson Thanks!  I guess a big question would be how can someone be considered a customer, if they aren't being asked to purchase anything? When I read AMA's definition, its saying the exact same thing all of the other definitions say. If not, are you saying that AMA has a different perspective on marketing than Forbes, http://www.forbes.com/sites/sap/2012/08/09/what-is-marketing/, Investopedia, http://www.investopedia.com/terms/m/marketing.asp, The Marketer, http://www.themarketer.co.uk/how-to/masterclass/align-marketing-with-business-strategy/ - which is a really great article. By the way this one is the official web site for the Charter Institute of Marketers which is over 100 years old, http://www.cim.co.uk/About/History.aspx <-- another great definition. With regards to PR, you're right the PRSA definition does not mention earned or paid media. However, I never said it did nor implied it. However, since we are on the topic, a good publicist benefits their clients with earned media. That is why they hire us! Publicists create compelling narratives, this is why we pitch stories...so that we do not pay for them. Doing so, my friend, would be advertising.   Retweets do not equal endorsements because these journalists are a part of a larger brand/entity then their own Twitter profile. There could be a number of reasons why a journalist may RT something and it may not also be because they agree with it. However, when they directly report something such as writing a story in which they are showcasing a product or service then that's all they are doing. However, it sounds like your issue may be more with trade publications. For example, TechBytes may vote KoolSpan is the most innovative hardware for mobile devices in 2014. If you don't respect the publication or agree with them, that's your choice, but I think the idea is that they are experts and to my point, credible sources. In conclusion, trusting and building meaningful relationships is what the industry is built on. Just like any other profession, journalists get paid, too, However, they also have an obligation to be unbiased and truthful. I also get paid as a publicist and my ethical code isn't compromised because of that. I think it would be proper, to offer our media friends, unless otherwise proven, the same courtesy :).
Lyndon Johnson (4 years ago)
+L White This is the American Marketing Association definition of marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx Brand marketing is about getting people to attach values to an organization - ultimately, it's about selling, but it is not the primary objective in this case... and in many others. This is the PRSA definition of Public Relations: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”  It doesn't mention media - earned or paid. http://www.prsa.org/AboutPRSA/PublicRelationsDefined/#.U7SbtI1dViA If we are supposed to trust the media as arbiters of, largely, unbiased truth do so many journalists have 'RT ≠ Endorsement' on their social profiles?  These are the same people that we are supposed to believe are, by implied endorsement, giving credibility because they write about a company and its products and services when it appears in the media outlet that pays them to write stories? +Lyndon Johnson 
Independently PR (4 years ago)
The purpose of marketing is to sell a product. Naturally, an action step is necessary in order to get the consumer to buy the product..but selling is the purpose of marketing. I would be interested to see a definition from any academic resource where selling is not listed. Why do I feel the media is more trusted than the company itself? Loaded question. I dont, 100% because they have a way of being bias just like the company itself (i.e. Fox News, though often just inaccurate). However, most other media outlets have pride in objective reporting. They do research and tell the stories that are captivating and relatable to their base. Their interest is generally not on selling a product (unless its QVC ;]). For this reason, certain publications or well known broadcast channels can easily be seen as more trustworthy, reputable. Companies have an agenda and a natural bias to their products, brand or services. Not saying that businesses intentionally offer inaccurate info but media has the power to influence and offer credibility, plus they reach the masses. And through PR, earned media prevails... :) Thanks for the vocabulary lesson, otherwise! ;)
Brian Uribe (5 years ago)
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7C Lingo (5 years ago)
This is really cool

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