Picture of The Day

Picture of The Day
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Wednesday, February 11, 2009

Marketing and Public Relation – Old and New Paradigm

Below are the old and new of Marketing and Public Relation Paradigm

Old Paradigm

  • Marketing simply means advertising and branding
  • Advertising needed to appeal to the masses
  • Advertising relied on interrupting them to get them to pay attention to the message
  • Advertising was one-way: company to the customer
  • Advertising was exclusively about selling products
  • Advertising was deemed the most important component of advertising
  • It was more important for the ad agency to win advertising awards than for clients to win new customers
  • Advertising and PR were separate discipline run for different people with separate goals, strategies and measurement criteria
  • The only way to get link was through the media
  • Companies communicated to journalist through press release
  • Nobody saw the actual press release except a handful of reporters and editors
  • Companies had to have significant news before they were allowed to make a press release
  • Jargon was OK because the journalist all understood it
  • You weren’t supposed to send a release unless it included quotes from third parties, such customer’s analyst and experts
  • The only way buyers would learn about the press release content was if the media wrote a story about it
  • The only way to measure the success of press release was through ‘clip books’ which noted each time the media design to pick up on a company’s release

New Paradigm

  • Marketing is more than just advertising
  • PR is more than just a mainstream media audience
  • You are what you publish
  • People want authenticity, not spin
  • People want participation not propaganda
  • Instead of causing one-way interruption, marketing is about delivering content at the precise moment your audience needs it
  • Marketers must shift their thinking from marketing to the mainstream masses to a strategy of reaching vast numbers of under-served audience via the web
  • PR is not about your boss seeing your company in TV. It’s about your business seeing your company in the web
  • Marketing is not about your agency winning awards. It’s about your company winning business
  • The internet has made public relations public again, after years of almost exclusive focus on media
  • Companies must drive people into the purchasing process with great online content
  • Blogs, podcast, e-books, news releases and other forms of online content let organizations communicate directly with buyers in a form they appreciate
  • On the web, the lines between marketing and PR have blurred


  1. Nice artilce, you article really interesting :D

    Old and New paradigm in business never changed from time to time, really same the method

    (Game_Lover : http://gamezhp.blogspot.com)