How to Open a Financially Successful Bed & Breakfast or Small Hotel by Sharon L. Fullen & Douglas Brown

Author:Sharon L. Fullen & Douglas Brown
Language: eng
Format: epub
Publisher: Atlantic Publishing Group, Inc.
Published: 2016-11-04T19:08:36+00:00

PR is Different from Advertising

PR is not advertising; PR uses advertising as one of its tools. A good PR campaign is almost always coordinated with advertising, but PR is not paid-for time and space. In advertising, clients pay the media to carry a message, and the client has complete control over this message. With PR, the media receives no money. Because of this, your story about the medical dinner meeting with a noted speaker at your bed-and-breakfast may end up on the 5 o’clock news, in the paper or nowhere at all. The success of a PR story often depends on how timely it is or whether a newspaper editor feels it’s worth reporting. Furthermore, only a portion of your intended message may be used. The media may not even use your inn's name. Because they are choosing to write about your topic, and you’ve basically given them only a potential idea for a story. The story could end up in a very different form than you initially presented or hoped.

Basically, with PR you have none of the control that you do with advertising in terms of the message being delivered. But when done well, PR garners positive attention for your establishment, is hugely cost-effective and is more credible than advertising. This is because the public is getting its information from a third party — not directly from a business. Customers assume advertising to be self-serving, but a positive message delivered by a third party to be authentic and trustworthy. Therefore, third-party messages are infinitely more persuasive than advertising.

Seeing the differences between PR and advertising, one sees differences both in guarantees of space and in the effectiveness of the different types of media. The enormous value of securing unpaid media space through your PR campaign becomes clear.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.