The Oprah effect.

PR built the safety position.

Atlanta Journal-Constitution June 22, 2002.

Advertising reinforces it.

PR-oriented advertising.

1. PR first to establish the credibility of the brand.

2. Advertising second to reaffirm the brand’s credibility.

Effective advertising.

Needs totouch an idea

already in the mind.

Do as we say, not as we do.

• The only industry that doesn’t believe in advertising is the advertising industry itself.

• What the advertising industry believes in is public relations.

Advertising-oriented PR.

1. Advertising first to establish the creativity of the brand.

2. PR second to take credit for the creativity of the advertising.

What’s the right message?

• Any advertising that touches an ideaor concept that is already embedded in the prospect’s mind.

• Especially if that idea or concept contains a motivating reason to buy the brand.

Case histories.

• Budweiser.

• Coca-Cola.