Sep
Imitation = flattery?
Lorna Freeman
While on the subway this morning, I noticed an interesting print advertisement on my train. The ad features a photograph of a magazine, opened to a page bearing the title “hot trends” (or something of the like). The page is intended to look like an editorial piece that coincidentally features two of the “hottest” items for back to school – Rogers Wireless cell phones – along with designer shoes, fashion accessories and a few other items.
Whether the producers of this advertisement thought they would “trick” consumers into thinking this a real third party endorsement or not is beside the point. What I find interesting is the way in which advertisers attempt to copy public relations in their own campaigns, and how by doing so, they indirectly validate the use of PR.
As much as this advertisement tries to make it appear as though an editor from an unnamed magazine thinks that Roger’s Wireless cell phones are the hippest back to school accessory, there’s no doubt that if an actual magazine featured this endorsement, it would be much more credible.
That’s the beauty of PR: having your brand message delivered by an impartial source increases the validity of that very message in the eyes of the consumer. Consumers are getting more and more media savvy by the day. An ad masquerading as an article just won’t cut it anymore.
I know, I know – watch out, Lorna, your bias is showing.
But, if anyone has an advertorial to share that has appeared to have the same credible effect, I would love to see it.
Lorna — what are your thoughts on PR people creating and purchasing “advertorial”?
I think that advertorials have their place – especially when a company is trying to communicate sensitive messages. It’s all about the objective of the communication. Take for example the letter that Maple Leaf Foods published nationally in response to the listeria outbreak. The company bought ad space to deliver a message they wanted to ensure was communicated clearly and with detail. It was also imperative that the message be delivered on behalf of Maple Leaf Foods directly.
In this case, the company wasn’t trying to pretend that a writer with the Toronto Star or the Globe and Mail had crafted the piece. Rather, they were using a longer style of writing to say what they needed to say. PR professionals are often called in to craft copy for advertorials and I would guess that A PR professional was likely involved in crafting that piece.
But if you are trying to appear as though a third party has endorsed you, PR will always be more effective (in my humble opinion).