The Old Rules of Marketing
* Marketing simply meant advertising (and branding).
* Advertising needed to appeal to the masses.
* Advertising relied on interrupting people to get them to pay attention to a message. * Advertising was one-way: company-to-consumer.
* Advertising was exclusively about selling products.
* Advertising was based on campaigns that had a limited life. * Creativity was deemed the most important component to advertising. * It was more important for the ad agency to win advertising awards than for the client to win new customers. * Advertising and PR were separate disciplines run by different people with separate goals, strategies, and measurement criteria. The Old Rules of PR
* The only way to get ink was through the media.
* Companies communicated to journalists via press releases. * Nobody saw the actual press release except a handful of reporters and editors. * Companies had to have significant news before they were allowed to write a press release. * You weren’t supposed to send a release unless it included quotes from third parties, such as customers, analysts, and experts. * The only way buyers would learn about the press release’s content was if the media wrote a story about it. * The only way to measure the effectiveness of press releases was through “clip books,” which noted each time the media deigned to pick up a company’s release. * PR and marketing were separate disciplines run by different people with separate goals, strategies, and measurement techniques. Public Relations and Third-Party Ink
Public relations were once an exclusive club. PR people used lots of jargon and followed strict rules. If you weren’t part of the “in crowd,” PR seemed like an esoteric and mysterious job that required lots of training, sort of like being a space shuttle astronaut or court stenographer. PR people occupied their time by writing press releases targeted exclusively to reporters and...
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