PR first is the product of a certain stage.docVIP

 PAGE \* MERGEFORMAT 5 ‘PR first’ is the product of a certain stage There is an Aesop’s fable, the story said to be the sun and wind. Bet the sun and wind compared more than anyone else’s ability great. They chose the road of travelers to see who can use the fastest speed, makes the coat off, the result is the sun won. This story, there are many interpretations. The U.S. One is called marketing experts Al Ries wrote a book, also borrowed from the story. The book said that advertising is ‘wind’ is forced to enter the minds of consumers want the ‘invaders’. The wind, the more the more potential consumers to resist such information; ‘PR’ is the sun, smiling, moisten things silently enter the minds of potential consumers. Therefore, the PR first, advertising second. It can be said Al Ries proposed a new marketing ideas and concepts, he considered that today’s marketing first and foremost to conduct public relations, and only through public relations to make their brand in the minds of consumers place; marketing begins public relations, public relations and advertising is a continuation, so public relations is to build the brand, advertising will serve as a reminder of the role of consumers. Some people agree with this view is yes, but I think this point of view there is certainly scope of application, not absolute. From the ad itself, the purpose of speaking, consumers do not know us, we do not have advertising and doing promotion work? Rely solely on public relations is not possible, because time is too long, our business as early as dead. Therefore, Al Ries is certainly the experience of an enterprise, to the hugely magnified. We There are also a lot of such experts who understand at some period of time to a spiritual out of it, universally, as the truth, and this something was wrong. In fact, public relations and advertising are a means of marketing communication, marketing communication in the course of their different roles as just. Ads generally focus