Full Service Advertising 101: DH
Public relations, marketing, advertising and branding: What’s the difference?
All of these methods use strong communication skills to get across a message, apply psychological principles to understand and influence consumers, and utilize basic data analysis to assure it is hitting their target markets. In addition, these fields require the use of creativity to generate the ideas and messages as well as critical thinking skills to make sense of the market research.
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Company Spotlight: DH
We are DH — a public relations, advertising and branding agency. We build multi-disciplinary programs that communicate complex ideas in simple, compelling ways.
Public relations. Advertising. Branding. Research. Digital.
Lots of firms can design a logo. Or animate a video. Or pitch news coverage. Where we stand out is using communications strategies to change lives, drive new behaviors and help our clients grow and achieve specific outcomes. Everything we do is through that strategic lens, and it’s informed by research from clients and their industries. Visit DH’s website.
Branding is an area of marketing that includes the visual elements of a company. It includes everything from the logo to the color theory and how the logo is used on different marketing collateral, which is just a fancy name for websites, business cards, letterhead, etc. The brand is one of the most important parts of developing or reinvigorating your company. It’s all about what emotions you want someone to feel when they come into initial contact.
Marketing is the umbrella under which all of these other pieces live. It’s an umbrella that covers, branding, messaging, online presence, content, social media, PR, advertising, research…you name it, it’s under the greater canopy of marketing.
Public relations (or PR) is all about getting your brand out there, through various media channels.
Firms and individuals should hire a public relations agency when they want to protect, enhance or build their reputations through the media. A good agency or PR practitioner can analyze the organization, find the positive messages and translate those messages into positive media stories. When the news is bad, an agency can formulate the best response and mitigate the damage.
Advertising is an outbound marketing approach. With the wonderful world of digital, there are boundless new opportunities to use this space that are extremely cost effective. Traditional advertising includes things like print ads, billboards, newspaper, radio and broadcast and cable television. New media includes Google AdWords, social media advertising, video pre-roll and banner ads, just to name a few.
Higher Education Programs:
PR agency tactics include some (or all of) the following:
- Write and distribute press releases
- Speech writing
- Write pitches (less formal than press releases) about a firm and send them directly to journalists
- Create and execute special events designed for public outreach and media relations
- Conduct market research on the firm or the firm’s messaging
- Expansion of business contacts via personal networking or attendance and sponsoring at events
- Copy writing and blogging for the web (internal or external sites)
- Crisis public relations strategies
- Social media promotions and responses to negative opinions online
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