A Quote by Guy Kawasaki
Do you know what the difference is between PR and advertising? Advertising is when you say how great you are. PR is when other people say how great you are. PR is better.
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In college, I majored - I can't believe there is such a thing - in advertising. And I worked in advertising and PR for a while, and I liked it.
Industry people do know when a PR movement plays out. The issue is that it is an insult to our intelligence when those who are doing the PR thing presume that we are not wiser.
Advertising is saying you're good. PR is getting someone else to say you're good.
The difference between PR and social media is that PR is about positioning, and social media is about becoming, being and improving.
The biggest PR hack you can do, is not hire a PR firm.
PR only works for big names, because they've already achieved something. If you're talking about an ordinary person, what would your PR machinery do where there's no product in the machine?
People think they need to hire someone to do their PR, but 99 percent of PR in the early stages is stuff you can do yourself. It's just like business development - there's the warm-up intro, followup to build relationships, then add something of value.
If you've done a bit of journalism, everyone assumes you must be moving into PR. We're absolutely not becoming a PR agency and we're not turning into Brunswick. We will remain SRU, but we will be owned by the Brunswick Group. It's quite different.
Inevitably, the world of 'communications' / PR / advertising / marketing is full of charlatans flogging snake oil. It is therefore very easy to do things and spend money just because it's conventional.
You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.
There are huge advertising budgets only when there's no difference between the products. If the products really were different, people would buy the one that's better. Advertising teaches people not to trust their judgment. Advertising teaches people to be stupid.
It's hard to juggle being a businessperson with being a creative person. You have to organize yourself - PR needs me for PR, and the licensing division needs me for licensing, the bridal people need me for bridal.
Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.
People in my industry [PR] would like people to believe we have ways to control social media. But that's one of the great swindles.
When I came to the industry, one PR person told me, 'Send a text message to this actor. Go on a date with him.' And I said, 'But he is married!' Then this person said, 'Why didn't you send a message to this cricketer? It would have been good for your career, for your PR and public image.'
I had a friend who was the King's surgeon in England. One day I asked him what makes a great surgeon. He replied, "What distinguishes a great surgeon is his knowledge. He knows more than other surgeons. During an operation he finds something which he wasn't expecting, recognizes it and knows what to do about it." It's the same thing with advertising people. The good ones know more. How do you get to know more? By reading books about advertising. By picking the brains of people who know more than you do. From the Magic Lanterns. And from experience.
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