“Poetry is when you make new things familiar and familiar things new.” That was one of the closing quote of a TEDGlobal talk from Rory Sutherland about lessons he has learned through advertising. He centered a lot of his points on the idea of how advertising and rebranding is meant to add intangible value to products and I feel that his attitude towards advertising is the perfect way for people to address public relations.
While PR and advertising are extremely different in their methods professionals from both industries look for ways to draw in new life every day. Rory Sutherland talks about how great the concept of placebos are because they technically don’t do anything, but can still illicit a reaction from people. In a way public relations has its own “placebos” that are designed to draw attention without actually making it look like it.
Anything from a press release to a well-timed email to a popular blogger is a placebo of sorts. Depending on the circumstance I feel that if PR is done right you shouldn’t even know if anything was really done at all. PR and advertising professionals create an intangible value for companies because in reality they aren’t creating a product; they are creating its delivery.
Most people have probably heard something along the lines of “you could have the greatest product in the world, but it doesn’t matter if no one buys it” and it is interesting to think that with all the options we are given advertising and public relations are the conduit that draws the thin line of perceived differences.
Photo credit: Intersection Consulting via flikr