Advertising vs Editorial. Which should you choose?

I know I’m always banging on about the best way to get your stories into the media, how to write a press release, how to conduct a good media interview. 

And you might well be thinking: what’s the point, it’s all a lot of hard work, I’ve got loads of other things to do running my business, and I don’t really want to have anything to do with journalists – aren’t they nasty, manipulative types anyway?

So perhaps it’s time just to reiterate the benefits of engaging in the media.

People pushing PR and media services – and I include myself in this – glibly say ‘editorial has four times the value of advertising’, but what does this actually mean? And why?

Well, what it means is that if a newspaper or magazine or website,  or a television or radio programme features your business, or your products, or even you, then that’s a fantastic way to promote yourself.

But not in an advert, in an article or news item!

The basic fact is that each time you place an advertisement, you have to pay.  And if a journalist writes about you or makes a TV programme which features you, then (generally) it’s free.

And I have a feeling that nowadays the power of advertising is on the way down. People tend to scan adverts without taking too much notice, and in a world of freeview and Sky Plus, theycan just forward fast through TV adverts completely.  Why do you think advertising agencies are continually striving to come up with new and innovative ideas of engaging the public’s interest in their brands?

On the other hand, if people read a story in a newspaper or magazine, or watch a programme on TV, it’s because they want to, they’ve chosen to.  And if you happen to be on it, they’ll be taking far far more notice.

So there’ll be hundreds, maybe thousands, maybe millions, of people who know about you and what you do who might otherwise never have heard of you.  That’s lots of potential customers!

Add onto that the fact that if you’ve been chosen by the presenter, or the reporter, or the producer to be featured, it’s because you’ve got something fascinating to say, or you’re doing something great, or your opinion is of value.  And the viewers and readers know that, so they’ll take you, and your business, more seriously.

It might take a bit of time and effort, you might need to learn some new skills (that’s where we can help) but the rewards can be great.

So given a choice between advertising and editorial, there’s no question. Editorial every time.  It’s not only more effective, but it’s far far cheaper!

Ann

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