Strategic Communication 101: Foundations of Strategic Communication - Difference Between PR Advertising Marketing and Branding

What This Is

The difference between PR, advertising, marketing, and branding is a crucial concept in strategic communication that matters for an organization's reputation, relationships, and bottom line. Effective communication across these disciplines can make or break a company's success. For instance, Johnson & Johnson's Tylenol recall in 1982 set the gold standard for crisis communication by promptly addressing the issue, taking corrective action, and maintaining transparency. This response not only saved the brand's reputation but also demonstrated a commitment to customer safety and well-being.

Key Theories & Models

• Image Repair Theory (Benoit): This theory outlines five strategies to repair an organization's image after a crisis: denial, evasion, reducing offensiveness, corrective action, and mortification. The choice of strategy depends on the severity of the crisis and the available evidence. Strategic implication: Organizations should choose the most effective strategy to repair their image and maintain stakeholder trust.
• PESO Model: The PESO model categorizes media into four types: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). Strategic implication: Integrated campaigns that leverage all four types of media can achieve greater reach and engagement.
• Integrated Marketing Communications (IMC) Framework: This framework emphasizes the importance of integrating all marketing communications disciplines to achieve a unified message and goal. Strategic implication: Organizations should coordinate their PR, advertising, marketing, and branding efforts to create a cohesive brand image.
• Public Relations Excellence Model (PREM): This model outlines the key elements of effective PR, including stakeholder relationships, reputation management, and crisis communication. Strategic implication: Organizations should prioritize building strong relationships with stakeholders and managing their reputation proactively.
• Social Identity Theory (Tajfel & Turner): This theory explains how individuals derive a sense of identity and belonging from group membership. Strategic implication: Organizations should create a strong brand identity that resonates with their target audience and fosters a sense of community.
• Diffusion of Innovations Theory (Rogers): This theory describes how new ideas or products spread through social networks. Strategic implication: Organizations should understand how their innovations will be received by their target audience and adapt their communication strategy accordingly.
• Theory of Planned Behavior (TPB): This theory explains how attitudes, subjective norms, and perceived behavioral control influence an individual's intention to perform a behavior. Strategic implication: Organizations should understand the factors that influence their target audience's behavior and tailor their communication strategy to address these factors.

Step-by-Step Application

1. Identify the target audience: Determine who the organization's key stakeholders are and what their needs and concerns are.
2. Develop a unified message: Create a clear and consistent message that aligns with the organization's brand identity and goals.
3. Choose the right communication channels: Select the most effective channels to reach the target audience, such as social media, advertising, or PR.
4. Measure campaign ROI: Track the effectiveness of the campaign and adjust the strategy as needed to achieve the desired outcomes.
5. Maintain transparency and accountability: Ensure that the organization is transparent and accountable in its communication, especially during a crisis.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: PR is about building and maintaining relationships with stakeholders, not just manipulating their perceptions. For example, the Dove Real Beauty campaign aimed to promote body positivity and self-acceptance, rather than simply spinning a negative image.
• Misconception: "Advertising is dead."
• Correction: Advertising is still a powerful tool for reaching target audiences, but it should be integrated with other communication disciplines to achieve a unified message and goal. For example, Nike's Colin Kaepernick ad campaign sparked controversy but also generated significant buzz and engagement.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, and it's essential to be prepared with a crisis communication plan. For example, Tylenol's crisis communication plan in 1982 saved the brand's reputation and demonstrated a commitment to customer safety and well-being.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze real-world scenarios and develop strategic communication plans that integrate PR, advertising, marketing, and branding.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as CSR and shared value.
• Demonstrate strategic thinking: Show how you would integrate multiple communication disciplines to achieve a unified message and goal.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Acknowledge the issue and apologize for the CEO's behavior. 2. Provide context and clarify the CEO's intentions. 3. Outline the steps the company will take to prevent similar incidents in the future.

Rationale: This response is grounded in Image Repair Theory, which suggests that organizations should choose the most effective strategy to repair their image and maintain stakeholder trust.

Last-Minute Cram Sheet

• PESO Model: Paid, Earned, Shared, Owned media categories
• IMC Framework: Integrated Marketing Communications framework
• PREM: Public Relations Excellence Model
• Social Identity Theory: Explains how individuals derive a sense of identity and belonging from group membership
• Diffusion of Innovations Theory: Describes how new ideas or products spread through social networks
• Theory of Planned Behavior: Explains how attitudes, subjective norms, and perceived behavioral control influence an individual's intention to perform a behavior
• APR Code of Ethics: Accreditation in Public Relations code of ethics
• ASAE Code of Ethics: American Society of Association Executives code of ethics
• 'Two-way symmetrical' is not just 'listening' – it's mutual adjustment, not just research to improve persuasion."
• 'CSR' is not just 'corporate social responsibility' – it's a strategic approach to creating shared value."