BOOK REVIEW : THE FALL OF ADVERTISING AND THE RISE OF PR

Prateek Shah brings to us a learned review of a book which created the most controversy for its author. The article discusses how the book deals with its premise that great brands are built with PR, not advertising.

It’s been ages since both the arms of communication have existed, mutually promoting people, societies, organizations, companies and brands, but never has somebody ripped them apart like this book. The authors, Al Ries and Laura Ries, pioneer consultants in the field of branding, communication and positioning, don’t set out to tell readers that the era of advertising is over, and PR is all that is here to stay, but they very bluntly point out the areas where there is scope for advertising, and others where it’ll primarily be PR which will drive things around.

As the title suggests, the book is biased towards enunciating the benefits of PR over the goodwill that advertising has brought over the years. The argument is based on the fact that Advertising has slowly become just an art form and ‘creative ads’ end up winning awards for the agencies more than anything else. Instances like Budweiser’s ‘Wassup’ commercials winning accolades year on year coupled with plummeting sales go on to prove that not all that is creative will get the cash register running. The writers feel that it is PR where the creativity is required, that the ideas need to be first formed by the publicity handlers before being carried forward by a brand’s advertising, which should ideally be on the same lines. Advertising cannot make perceptions and build brands, but PR can, is the argument reiterated through the book. Author starkly points out that there is no tangible comparision between Ads and PR, even through means such as ‘Ad Value Equivalence’.

The authors seem to go wrong when they say that all brands and companies should launch campaigns with just PR and Advertising should be used only as a support function. While a slow launch might work for some brands, a fast moving good like a seasonal drink can’t rely solely on PR to grab a market share. By the time PR will find its way into the minds of people, a brand might lose out on the time it needed to make a place for itself. What is essentially required is a heady mix of in-sync PR and Advertising which can enhance the standing of the brand and also convert all the promotion into sales and more business for the company. But through various examples described in the book, it becomes evident that it is also not just advertising which is enough to create credibility and drive sales. Where Advertising is directed to everybody, PR at time reaches that somebody who will help drive sales.

Amateurs or experts, the book is a must read for all PR professionals. It doesn’t just give an insight into the world of PR, but also touches upon some stark examples from history which segregate the two arms of communication.