The Fall of Advertising and the Rise of PR by Al Ries and Laura Ries (2002): Summary

“The Fall of Advertising and the Rise of PR” by Al Ries and Laura Ries is a seminal work in the field of Public Relations (PR). The authors argue that traditional advertising is losing its effectiveness and that PR has become a more powerful tool for building brands and establishing credibility. The book provides several real-world examples to support its arguments and offers actionable steps for leveraging PR.

Point: Traditional advertising is becoming less effective due to market saturation and consumer skepticism.

Example: Al and Laura Ries illustrate the point using the dot-com boom of the late 1990s. Despite heavy advertising expenditure, many internet companies failed because they lacked a credible PR foundation.

Action: Reallocate marketing budgets to focus more on PR initiatives rather than large-scale advertising campaigns. Instead of spending millions on an ad campaign, invest in a few targeted PR campaigns to build credibility and generate organic word-of-mouth.

Point: PR is more effective at building credibility, while advertising is often viewed with skepticism.

Example: The authors cite the success of Starbucks, which became a household name through extensive PR efforts rather than traditional advertising. Starbucks focused on creating newsworthy events and gaining media coverage.

Action: Develop a strategy to regularly produce newsworthy content and events that can be picked up by media outlets. This could involve new product launches, community involvement, or partnerships with influencers and celebrities.

Point: PR leverages third-party endorsements (journalists, influencers, customers), which are more trusted by consumers than direct advertising messages.

Example: The authors highlight the case of The Body Shop, which became popular largely thanks to journalist endorsements and stories about its natural products and ethical practices.

Action: Foster relationships with journalists and influencers who can provide authentic endorsements of your product. Create press releases and media kits to facilitate their coverage.

Point: PR is most effective during the early stages of a brand’s lifecycle, while advertising plays a supportive role in sustaining awareness later on.

Example: Microsoft is used as an example. The company initially relied heavily on PR to launch its products. Only after achieving initial success did they invest massively in advertising to maintain brand awareness.

Action: In the early stages of your product launch, focus on creating a robust PR campaign to generate buzz and media attention. As the product grows, supplement PR with strategic advertising to maintain consumer interest.

Point: PR efforts need to be consistent and long-term to be effective, unlike the often sporadic nature of advertising campaigns.

Example: The authors point to Coca-Cola’s sustained PR efforts over decades, which have continually reinforced the brand’s image and values.

Action: Develop a long-term PR plan that focuses on consistent messaging over time. This could include regular press releases, continual engagement with the media, and ongoing community events.

Example: The authors discuss the launch of the BMW Z3 Roadster, which became a success largely due to its strategic placement in the James Bond film “GoldenEye.” This PR move generated extensive media coverage and consumer excitement before any advertising was even rolled out.

Action: Seek out high-visibility opportunities for product placement or partnerships that can generate media buzz and consumer interest before launching major advertising campaigns.

Point: PR is generally more cost-effective than advertising.

Example: Amazon.com’s rise is used to illustrate this point. The company spent relatively little on advertising in its early years but generated significant media coverage due to its innovative business model and customer service.

Action: For businesses with limited budgets, prioritizing PR efforts can yield a higher return on investment compared to costly advertising campaigns. Focus on generating media stories and online buzz.

Point: The Internet has amplified the impact of PR by enabling information to spread quickly and widely.

Example: The book discusses how companies like Google leveraged online media and PR to build their brands without significant traditional advertising.

Action: Utilize online platforms and social media to disseminate PR materials. Engage with online influencers and bloggers who can amplify your message through their networks.

Point: While advertising may not be as effective for building brands from scratch, it is valuable for reinforcing established brands.

Example: The continued advertising efforts by companies like McDonald’s serve to keep the brand top-of-mind for consumers, even though McDonald’s built its initial reputation through PR.

Action: Once your brand is established, use advertising strategically to maintain and reinforce brand awareness. This can complement your ongoing PR efforts.

Action: Continuously look for angles and stories within your company that can be presented as newsworthy. This might include milestones, awards, new hires, and philanthropic activities.

Action: Cultivate relationships with key journalists and influencers in your industry. Personalize your pitches and understand their interests to ensure better engagement with your PR materials.

Action: Develop a comprehensive crisis management plan to handle any negative publicity swiftly and effectively. This includes pre-prepared statements and a designated crisis communication team.

Action: Use social media platforms to distribute your PR content. Engage with your audience regularly to build a community and foster brand loyalty. Respond promptly to comments and feedback.

Action: Implement metrics to gauge the effectiveness of your PR efforts. Track media coverage, social media mentions, and brand sentiment over time to adjust your strategy as needed.

Action: Ensure your PR and advertising efforts are aligned within an integrated marketing communication strategy. Consistency in messaging across all platforms enhances overall brand strength.

“The Fall of Advertising and the Rise of PR” by Al Ries and Laura Ries provides a compelling argument for the strategic importance of PR in the modern marketing landscape. Through multiple case studies and actionable insights, the authors demonstrate that PR is not merely a supportive function but a critical driver of brand credibility and growth in an era where traditional advertising is declining in influence. Embracing the principles of PR can help businesses build stronger, more credible brands, without the exorbitant costs associated with traditional advertising.

By adopting a PR-centric approach, companies can foster stronger relationships with their audiences, generate more authentic and organic word-of-mouth, and ultimately achieve more sustainable success in the marketplace.