How PR has Changed the Advertising Model

If the worlds of PR and marketing are set to further converge over the next five years, we should start to see evidence that this shift has begun (see related article). The viral sensation surrounding the recent Game of Thrones Starbucks coffee cup incident is a great data point that validates this transformation.

What struck me was what an amazing PR and awareness opportunity this became from a blurred, barely visible image shown for a split second on a television show. The way brands get promoted and recognized today certainly has changed!

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Marketing is More than Advertising

I find it interesting when I speak with new acquaintances and they ask me what I do. I’ll typically respond with “I’m a marketer” or “I’m part of a marketing team.” Nine times out of ten, the response I’ll get back is “Oh, you do advertising.” I used to be surprised with this response, given that advertising is really just a small part of the marketing discipline. Now, I have come to expect it.

Of course, advertising is a part of the marketing mix. It comes in many forms, as shown in this recent media share chart.

advertising_spend_by_catetory_2013
Average allocation of advertising budget for marketers in 2013. Source: BIA Kelsey.

Each of these categories represent are part of the advertising spend, with each component offering unique advantages and opportunities, depending upon what you are selling and where your audience resides.

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