StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

The Concepts of Advertising and Public Relations - Essay Example

Cite this document
Summary
The paper "The Concepts of Advertising and Public Relations " highlights that advertising primarily targets a given consumer base, while public relations goes a step further to account for employees, partners, and investors among other stakeholders (Siddiqui & Alam, 2010). …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER98.2% of users find it useful
The Concepts of Advertising and Public Relations
Read Text Preview

Extract of sample "The Concepts of Advertising and Public Relations"

CONCEPTS OF ADVERTISING AND PUBLIC RELATIONS Advertising and public relations are two critical concepts in today’s world. Contemporary organizational practices strive to ensure that each of the two concepts is accounted for at all times. The idea is to realize that marketing mix and/or public relations strategy that works for an organization. In practice, advertising encompasses an act of encouragement, persuasion, or influence directed towards a targeted consumer base by any given organization (Chia & Synnott, 2012).

Such an organization could either be for profit or non-profit.On the other hand, public relations entail strategic communication between an organization and the public (Chia & Synnott, 2012). In this case, the targeted public is not necessarily part of any given consumer base. However, the practice of influence, encouragement, or influence still plays a fundamental role as far as public relations are concerned. In essence, public relations work towards effective and efficient management of the underlying communication between an organization and its targeted publics (Wilcox, Glen, Philip, & Warren, 2003).

In light of the above definitions, advertising and public relations are essentially intertwined, but they still have their operational differences in actual practice. Advertising, which makes use of marketing communication, strives to influence consumer behaviour and perceptions towards given products and/or services (Chia & Synnott, 2012). In so doing, the result is to sell and at the same time convince the consumer to buy. While modes of advertising vary from one consumer target to another, the common denominator is that advertising is designed to influence consumer attitude.

According to Chia and Synnott (2012), Clow and Baack, Means-End theory, and Leverage Points are critical models upon which advertising is practiced. Before buying, consumers move through progressive steps of decision making before choosing a product or service. The process of decision making, however, is not complete without a desirable end-state. In order to achieve an end-state, consumers have to establish a link between the benefits realized from a given purchase to their own individual values (Doksoz, 2004).

These aspects draw the critical line of difference between advertising and public relations. However, the relationship between advertising and public relations is that they both target people’s attitudes and perceptions, and subsequently try to influence these people in one way or another.Just like advertising, communication is critical to the success of public relations. Public relations are founded on the principle of information flow, where an organization maintains functional communication strategies with its publics.

The model of public relations is not only to establish public exposure, but also to maintain specific points of view between the public and the organization involved (Heath, 2001).Finally, advertising primarily targets a given consumer base, while public relations goes a step further to account for employees, partners, and investors among other stakeholders (Siddiqui & Alam, 2010). Amid this differentiating factor, there are notable points of relationship between advertising and public relations.

Both advertising and public relations make use of online platforms, media, and technology to drive marketing communication and information flow management respectively.ReferencesChia, J. & Synnott, G. (2012). An Introduction to Public Relations and Communication Management. Sydney: Oxford University Press.Doksoz, R. E. (2004). ‘Public Relations and Romania: Tourism and Dracula’s Homeland’, In: Tilson, Donn James and Emmanuel C. Alozie, Toward the Common Good. Perspectives in International Public Relations.

Boston: Pearson.Heath, R. L. (2001). ‘Defining the Discipline’, In: Heath, Robert L. (ed) Handbook of Public Relations. Thousand Oaks: Sage.Siddiqui, K. & Alam, Q. (2010). Diplomacy and Statecraft. Prahran: Tilde University Press.Wilcox, D. L., Glen, T. C., Philip, H. A., & Warren, K. A. (2003). Public Relations. Strategies and Tactics. Boston: Pearson.

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Based on the lectures and required readings to write a 500-word mini Essay”, n.d.)
Based on the lectures and required readings to write a 500-word mini Essay. Retrieved from https://studentshare.org/journalism-communication/1655881-based-on-the-lectures-and-required-readings-to-write-a-500-word-mini-essay-on-the-concepts-of-advertising-and-public-relations
(Based on the Lectures and Required Readings to Write a 500-Word Mini Essay)
Based on the Lectures and Required Readings to Write a 500-Word Mini Essay. https://studentshare.org/journalism-communication/1655881-based-on-the-lectures-and-required-readings-to-write-a-500-word-mini-essay-on-the-concepts-of-advertising-and-public-relations.
“Based on the Lectures and Required Readings to Write a 500-Word Mini Essay”, n.d. https://studentshare.org/journalism-communication/1655881-based-on-the-lectures-and-required-readings-to-write-a-500-word-mini-essay-on-the-concepts-of-advertising-and-public-relations.
  • Cited: 0 times

CHECK THESE SAMPLES OF The Concepts of Advertising and Public Relations

Public Relations in a Traditional Marketing Plan

The early definition of public relations as press agentry and publicity had been enhanced today to now include the concepts of engagement and relationship building (Public Relations Society of America, 2013, para.... public relations IN ACTION (Marketing) Name of Student (author) Name of University public relations IN ACTION The role of public relations in a traditional marketing plan or campaign is to enhance an organization's standing in the eyes of the general public....
3 Pages (750 words) Essay

Food Advertising and Marketing Directed at Children and Adolescents in the US QUALITATIVE article REVIEWS AND ANALYSES

Food advertising and Marketing Directed At Children and Adolescents in the US Qualitative Article Reviews and Analyses [Name of Student] [Name of Institution] Introduction This article by Mary Story and French Simone discusses the issue of child- and adolescent-targeted adverting in the U.... Food advertising and Marketing Directed At Children and Adolescents in the US Qualitative Article Reviews and Analyses of Institution] Introduction This article by Mary Story and French Simone discusses the issue of child- and adolescent-targeted adverting in the U....
3 Pages (750 words) Essay

Applying PR Theory and Concepts

In such a condition, public relations are considered to be the most cost effective and authentic model of communication with stakeholders.... The second part of the project mainly focuses on the different theories of public relations describing them elaborately.... It is directly associated with the businesses and commerce, occupations and professions, encompassing the different areas of marketing, market research, advertising and internal and… The idea is to create a strong connection between all stakeholders of the company allowing them to communicate with one another and work together....
10 Pages (2500 words) Essay

Public Relations Plan Tesla Models

This plan was prepared in response to the brief from Tesla Motors, and outlines the one-year public relations strategy for the company's launch of the Tesla S car model to be held in the February 1, 2013. Tesla Motors, Inc.... Department of Energy, for instance, has introduced the Advanced Technology Vehicle Manufacturing Loan Program, has increased public charging stations and supported the drive to reduce battery pack costs (DOE 2010)....
8 Pages (2000 words) Essay

Advertising and Public Relation of Ready-to-Drink Green Tea

nbsp; The focal point of the study happens to be public relations.... public relations are the way companies or even individuals looking to enhance the image and reputation.... Therefore the companies look to find the x-factors to stand apart from the rest of the crowd so that the company becomes more interesting and appealing for the media and the public.... In simple ways, PR can be defined as a way to build up long term relationship with the public or customers....
9 Pages (2250 words) Term Paper

Research Job/career - mines is Public Relations

This has good interactions of the organization and the environment in terms of business creating good productions to… This is a research paper that is dedicated to those who have a passion over the public relations seats in companies and it will enable one to understand more on the job career.... This is a major opportunity where the companies and organization communicate to the public The main reason for a specialist on public relations is to give out the image of the company or organization and create a very strong relationship of the company with the people outside the company....
5 Pages (1250 words) Essay

Public Relations through effective management of communication

public relations is dependent upon credible communication management.... The inclusion of various cultures highlights the essence in communication and the importance of public relations in the field as well as in the school (Chen and Starosta, 2005).... The book will thus be a vital source of information in the pursuit of use of management communication to enhance public relations.... In diverging the historical approaches used and getting into new concepts of managing communication, the authors integrate theory and practice, with an emphasis on professionals as well as students....
8 Pages (2000 words) Annotated Bibliography

The Role of Public Relation

It is suggested that this is best achieved by involving public relations and leadership as part of the organizational strategies.... In any kind of organization, profit-oriented or not, public relations plays a very critical role.... This paper then clarifies if public relations have just but one key role in an organization or if it is actually a mixture of many roles.... As such, public relations present the focal product or service in the best light....
9 Pages (2250 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us