目录

公关第一，广告第二

作者简介

译者简介

5分钟摘要

MAIN IDEA

广告之衰

The Fall of Advertising

公关之兴

The Rise of PR

广告重生术

The Rise of PR

广告与公关的主要差异

The Key Differences Between Advertising and PR

响应与讨论

公关第一，广告第二

——公关营销新定位

The Fall of Advertising and the Rise of PR

提示：为使读者更好地理解本书内容，中文部分特增添了作者简介、译者简介、响应与讨论部分作为原书内容扩展补充。

作者简介

阿尔•里斯(Al Ries)

阿尔•里斯，极负盛名的营销策略专家，与昔日伙伴杰克•特劳特 (Jack Trout)共同提出了“定位”概念，合作创作大量营销类畅销书，包括《定位：头脑争夺战》(Positioning: The Battle For Your mind, 1980)、《营销战争》(Marketing Warfare, 1985)，《自下而上的市场营销》(Bottom-Up Marketing, 1998)，《马上成功》(Horse Sense, 1990)、《市场营销的22条法则》(The 22 Immutable Laws of Marketing, 1993)。1994年，里斯与女儿劳拉共同创办顾问公司，出版《焦点法则》(Focus: The Future of Your Company Depends On It, 1996)。父女俩也搭档撰写《打造品牌的22条法则》(The 22 Immutable Laws of Branding, 1998)与《打造网络品牌的11条法则》(The 11 Laws of Internet Branding, 2000)。

劳拉•里斯(Laura Ries)

毕业于美国西北大学(Northwestern University)，与父亲共创里斯与里斯(Ries & Ries)营销策略公司，目前为企业顾问、演说家与作家。

译者简介

刘启昌

美国斯蒂文斯理工学院（Stevens Institute of Technology）管理科学硕士。除任职公关、顾客关系营销传播公司外，曾任职多家广告公司，包括华商、联旭、联广公司高管；并曾担任铭传管理学院、文化大学讲师，现任教于台湾德明学院及文化大学。译有《由外向内思考》。

5分钟摘要

公关第一，广告第二
英

挥别广告时代，进入公关(PR)纪元。

为证明此言不假，请注意！近几年声名大噪的成功品牌如星巴克(Starbucks)、沃尔玛(Wal-Mart)、美体小铺(The Body Shop)、亚马逊(Amazon.com)、雅虎(Yahoo!)、eBay、PlayStation（PS游戏机）、哈利波特(Harry Potter)、微软(Microsoft)、甲骨文(Oracle)及英特尔(Intel)，这些品牌没有一个曾花大钱做品牌广告，反而透过客观第三者——“媒体”的公关报道(publicity)，成为产业中家喻户晓的品牌，而且这些公司都是在成名后才开始制作品牌广告的。

公共关系已成为建立、发展品牌最有效的途径。多数消费者对广告宣称的信息有所疑虑，相较之下公关具有较高的可信度(credibility)。公关运作是透过第三者（主要是媒体），间接以企业的沿革，为产品或服务创造出正面认知。最重要的是，消费者喜欢从公关报道中读到各种新奇有趣的企业故事。相反的，广告宣传却被认为是种干扰，甚至引发消费者的反感。

以上内容显示，公关在营销活动中扮演领导角色，广告只适合弥补或强化公关报道最初创造的各种正面认知。也就是说，建立品牌要运用公关，守成则应利用广告。能正确平衡公关与广告的关系，就可大胆推进所有营销活动。

MAIN IDEA

The Fall of Advertising and the Rise of PR
中

Marketing has moved away from the advertising era and into the public relations (PR) era.

As evidence of this, look at all the great brands which have become established in recent years，like Starbucks, Wal-Mart, The Body Shop, Amazon.com, Yahoo!, eBay, PlayStation, Harry Potter, Microsoft, Oracle and Intel. None of these brands have spent anything much on brand name advertising. Instead, all of these brands have become well known in their respective industries through the publicity that has been generated by having third parties in the media write about them or talk about them. Any advertising which these companies have done to build the brand came after they were well known, not before.

Public relations has now become the most effective way to build and grow a brand. PR has credibility, whereas most consumers are skeptical of any claims made in advertisements. PR generates positive perceptions of any product or service by allowing a company to tell its story indirectly through third parties, primarily the media. And, most importantly, publicity generates stories that consumers like to see or hear about because they think they're hearing about something new and exciting. By contrast, any claims made in advertising are considered to be an interruption at best and an annoyance at worst.

All of which means in any marketing campaign, PR should take the lead role. Advertising should be used to supplement and repeat the positive perceptions which have been created through the initial publicity. PR creates the brand and advertising can then be used to defend the brand. Get this balance right and your marketing campaigns can zoom ahead with confidence.

广告之衰
英

主要观念

在现代产品营销中，为什么广告已不如以往那么有效？原因是：

1. 消费者认为广告缺乏可信度。

2. 广告制作成本居高不下。

3. 广告数量有增无减。

4. 广告媒体费大幅增加。

这些都是导致广告效益降低的原因。因此，广告业便藉由“创意”来创造知名度或赢得广告大奖，企图转移广告应该创造的销售注意力。

支持概念

第二次世界大战后，广告业进入黄金时期。当时许多大型消费品公司，如康宝浓汤(Campbell's)、可口可乐、好时巧克力及宝洁，都运用广告手段成功地建立品牌。但之后，广告业历经了几项重大考验：

1. 可信度成为重要议题

今日，消费者认为，广告只是企业出钱以传达意见的工具，广告主的利益、动机与评断未必能与消费者契合。现今消费者对广告产品的诉求更是怀疑。

2. 广告量暴增

消费者每天都在被广告炮轰。多数研究指出，平均每位消费者每天看到超过五千则的广告信息，整体广告业全年花费2,440亿美金，大约每人每天2.37美元，平均每人每天看到237支或一年86,500支的电视广告。对大多数人而言，广告已泛滥成日常生活噪音之一，不再是有价值的新产品资讯来源。除非有迫切需要，否则大多数人早已学会如何忽略广告。

3. 广告变得异常昂贵

1972年，美国超级碗30秒电视广告成本为86,000美元，而到了2001年，却需要花费广告主210万美金，且这还不包含实际广告制作成本。因此消费者认为，任何准备支付如此昂贵代价的公司，都只是为了传递他们想传递的信息，而不会完整地说出事情的全貌或其他可行的选择。因此广告被认定过于片面或误导消费者。

在广告发展过程中，这种情形处处可见。例如从1997年到2000年，全美年度最大广告主是通用汽车，总广告花费为132亿美金。但这四年里，全美通用汽车的市场占有率，从32.1％滑落到28.1％，这正好突显通用汽车广告运用存在的问题。同时其他大型广告主如麦当劳、美国电报电话公司(AT&T)、耐克与可口可乐的整体市场占有率也在下滑。花费如此庞大广告预算的大型公司，结果也无法成功营销。

拥有244亿美金营业额的广告业，该如何应对这种发展趋势？大体来说，广告人都会表示，不应以营收或获利来评断广告效用，广告业要做出不同的广告定位，他们认为：

1. 广告，是艺术形式

人人都知道，艺术品的价值是很难估计的。换句话说，广告业主企图分离广告功能（创造销售）与广告形式（广告本身）。因此，既然广告是种艺术形式，那么该花多少钱在广告上都是没有限制的。

2. 广告，要有创意

就这点看来，似乎谁能把最奇特、最哗众取宠的广告摆在一起，谁就能赢得广告大奖，还可以大肆宣扬这项丰功伟业。可问题是消费者厌恶广告“为创意而创意”的程度，远超过管理人对有创意地执行财会业务的厌恶。消费者要的只是值得信赖的资讯，而非广告的娱乐效果。

3. 好广告会赢大奖

现实世界的唯一问题是，得奖与实质销售并无关联。得奖广告中的产品，如牛奶胡子（milk mustache）、百威啤酒的“Wassup”广告活动、耐克的“Just Do It”、甚至劲量电池的邦尼兔(Energize Bunny)，也都在逐渐失去市场占有率，其中不乏为广告业者津津乐道的得奖广告。

4. 广告要扮演的角色，是增加知名度而非销售

广告成本是大问题，漫山遍野的广告的确可以增加销售量，但能否快到足以拯救公司却是问题。达康(dot-com)公司为创造知名度，烧了数亿美金的广告，最后得到“还不够快”的答案。而且，到底是产品因广告声名大噪，还是广告因产品而成名？

5. 广告，与认知有关而非产品

这个看法认为，“娱乐消费者”比告知或打动他们去购买更重要。广告业者建议，如果消费者喜欢某品牌广告，未来会更倾向购买这个品牌，不过事实并非如此。举例来说，2001年，通用在雪佛兰上的广告费用多达8亿1,900万美金，比福特多了39％，但福特却多卖了28％的车。事实上，过去五年通用汽车每年广告花费都比福特高，可是福特的市场占有率仍能继续提升。对通用汽车而言，这真是进退两难的窘境。负责通用汽车雪佛兰部门的人员，应该增加还是削减广告预算？若你认为这可能是特例，那么再看一个案例。去年，沃尔玛百货的广告费用为4亿9,800万美金，创造出1,590亿美金的销售，凯马特百货(Kmart)用了5亿4,200万美金在广告上，只创造370亿美金的营收，现在已经宣告破产。若重新再来，新业主应该花费更多的广告费用吗？沃尔玛百货平均每店每年可创造4,600万美金销售额，而旗下山姆会员店(Sam's Club)平均每店每年创下5,600万美金的销售数字，但山姆俱乐部可没花一毛钱在广告上。

缺乏可信度，俨然已成为广告业发展的重大课题。无论多有创意，曾赢得多少大奖，多富艺术性的广告，消费者依然认定广告是片面、偏颇与自利的，是厂商导向而非消费者导向的。为了验证这一点，不妨问你自己：“难道我相信我看到的印刷广告和电视广告？”

就某种意义来说，消费者愿意相信的与广告主说的，恰好相反。例如凡士通(Firestone)轮胎以“事事都做对”(make everything right)作为广告诉求，而消费者却一口咬定是因为凡士通轮胎打一开始就不安全，否则就不会做出这样的广告。同理，当某家海产公司的广告说，“试验证明，食用我们的超级海鲜(super Seafood)绝无安全之虑”，消费者会认为，这广告一定有蹊跷，食用时应该要特别小心。这样的结果是，现在大家对各种可以替代广告的媒体形式，充满强烈兴趣。甚至广告代理商也承认，传统广告已面临可信度降低等种种挑战，因而出现了许多新奇的广告构想：

■利用飞艇当空中广告牌，进行品牌传播。

■买下运动场馆的命名权。

■将广告信息放在ATM机与加油站的汽油泵上。

■在电梯里播放广告。

■买下购物中心的命名权。

■在电视节目与好莱坞电影呈现产品。

■将广告信息印在机票纸夹上，并在飞机上所提供的节目中播放。

■制作全包式车体广告。

■在停车场的混凝土栅栏上，漆上广告信息。

■在体育赛事与大型赛会的精彩镜头重播及录影重播中插入电子广告。

■花钱把企业标志印在各海滨的沙滩上，甚至是主要机场周边的空地。

■在火车隧道及其他新奇场所，放置照明式广告。

广告业者广泛、密集地搜集与更新更好的广告形式，更显出传统广告效益的式微。

大师观点

“如今已少有客户相信，广告代理商能协助业者作出重要的策略性决策。两者关系已从过去的营销伙伴沦为客户与供应商。派崔克营销集团(Patrick Marketing Group)对资深营销主管的研究发现，只有3％的受访者宣称，曾委托广告代理商负责建立品牌标识。可信度，是所有广告案中最弱的一环。广告代表的是‘要消费者为消费而消费’的公司，付钱所做的不客观信息。”

——阿尔•里斯与劳拉•里斯

“传统广告的目标，不是让‘产品’知名，而是让‘广告’成名。传统广告是去创造‘谈论’的价值，而非‘销售’。”

——阿尔•里斯与劳拉•里斯

“营销要处理的不是产品本身，而是‘认知’。要成功地执行广告或公关方案，必须创造出比谈论更具价值的东西，要将深奥的认知观念卖给目标消费者。谈论这类认知观念时，宣传报道或公关的方式要比广告更有效。”

——阿尔•里斯与劳拉•里斯

“今天，如果新品牌要上市，会需要能吸引媒体注意的信息。不论多好的产品或服务，没了报道，终会失败。光有出色的产品与服务是不够的，你需要的是更好的公关点子，在发动广告战前，先得打赢公关战。怎样能赢得公关战？第一，为消费者设定一个新品类，然后率先占领，接着要确定新品类有一个推动因素，以激发目标顾客从旧品类转移至新品类。不过，这种设定新品类的观念与营销科学的相牴触的。营销人员的第一个问题，经常是‘市场有多大？’而新品类的市场规模当然是零。想寻找一个能抢先进入的新品类时，‘市场有多大？’不是最佳的入手问题，问题应该是，我们能创造什么样的新品类？这样新品类有任何值得报道的公关价值吗？要运用何种角度来吸引目标顾客，对新品类产生偏好？想诉求任何‘既有市场’，是没有立足之地的。”

——阿尔•里斯与劳拉•里斯

The Fall of Advertising
中

Main Idea

Advertising today is not nearly as effective at marketing products as it once was. The reasons?

1. Advertising lacks credibility with consumers.

2. The cost of any individual advertisement is now very high.

3. There is an increasing volume of ads everywhere.

4. There is a huge expansion of advertising media.

As a result, advertising has become less effective. Therefore, the advertising industry has attempted to divert attention away from generating sales towards creating awareness through "creativity" or winning industry awards.

Supporting Ideas

After World War Ⅱ, advertising entered its golden era. The large consumer goods companies of that era — Campbell's, Coca-Coca, Hershey's and Procter & Gamble used advertising successfully to build their brands. However, since then, there have been several key developments in the advertising industry:

1. Credibility has become a key issue

Consumers today view ads as the opinion of the company who pays for it. There is the general perception the interests, motives and judgment of the advertiser may not necessarily be aligned with the interests of the consumer. Today's consumers are far more skeptical of product claims made in advertisements.

2. Advertising volume has exploded

Consumers today are exposed to a barrage of ads every day. Most studies estimate the average consumer sees more than 5,000 advertising messages each and every day. The advertising industry spends $244 billion a year，about $2.37 per person per day. The average person sees 237 television commercials every day or 86,500 television commercials a year. Advertisements have become so common they now form part of the background noise to everyday life for most people rather than a valuable source of new product information. In fact, most people have trained themselves to ignore advertising unless they have a pressing and urgent need. Advertisements have become so common they now form part of the background noise to everyday life for most people rather than a valuable source of new product information. In fact, most people have trained themselves to ignore advertising unless they have a pressing and urgent need.

3. Advertising has become enormously expensive

In 1972, a 30-second ad in the Super bowl television broadcast cost $86,000. By 2001, that same spot would cost an advertiser $2.1 million, and this doesn't even include the cost of actually making the ad. Consumers therefore conclude that anyone who is prepared to spend that much money is only going to want to tell their own message. They aren't going to tell the whole story, or present viable alternatives. Therefore, advertisements are considered as being too one-sided or filled with misleading claims.

Evidence of these developments are everywhere. For example, from 1997 to 2000, the largest advertiser in the United States each year was General Motors. The company spent a total of $13.2 billion on advertising. Yet, during those four years, General Motors share of the U.S. automobile market fell from 32.1-percent in 1997 to 28.1-percent in 2001. And just in case you were to conclude this highlighted problems in the General Motors ads themselves, the same drop in overall market share also occurred with the other big advertisers of that same time period—McDonald's, AT&T, Nike and Coca-Cola. For all of these companies, having a big advertising budget was not enough to lead them to marketing success.

So how has the $244 billion advertising industry responded to these developments? By and large, the advertising people have said you should not judge effectiveness by the sales revenue or profits generated. Instead, the advertising industry's response has been to position advertising differently, suggesting:

1. Advertising is an art form

And therefore, as everyone knows, it is very hard to tell what any piece of art is worth. Or, in other words, the advertising industry is attempting to separate the function of advertising to generate sales) from its form (the ads themselves). And since advertising is an art form, it has no limit on what should be spent on it.

2. Advertising has to be creative

And therefore, as everyone knows, it is very hard to tell what any piece of art is worth. Or, in other words, the advertising industry is attempting to separate the function of advertising to generate sales) from its form (the ads themselves). And since advertising is an art form, it has no limit on what should be spent on it.

3. Good advertising will win industry awards

The only problem is in the real world, there is no correlation between winning awards and generating solid sales. All of the products advertised by award winning ad programs，the milk mustache, the Budweiser "Wassup" campaign, Nike "Just Do It" and even the Energizer Bunny，have lost market share even in the midst of all their advertising industry acclaim.

4. The role of advertising is to increase awareness, not sales

Again, the cost of advertising is the problem here. It's quite true having loads of advertisements will increase sales eventually. The only question is whether those sales will come quickly enough to save the company. In the case of many dot-com companies which burned through hundreds of millions of dollars in advertising to create awareness, the answer was "not quickly enough". Besides, does advertising make a product famous or does a good product make its advertising famous?

5. Advertising deals with perceptions, not products

And therefore, it is more important to entertain consumers rather than inform them or motivate them to purchase. The advertising industry suggests if people like a brand's ads, they will be more inclined to buy that brand in the future. Again, however, the facts tell a different story. For example, in 2001, General Motors spent $819 million advertising its Chevrolet brand. This was 39-percent more than Ford spent, yet Ford sold 28-percent more cars than Chevrolet. In fact, General Motors has outspent Ford every year for the past five years. And during that time, Ford has continued to increase its market share. This presents quite a dilemma. Should the people who run the Chevrolet Division of General Motors increase their advertising budget or reduce it? And just in case you are tempted to think this is an isolate example, consider another. Last year, Wal-Mart spent $542 million to generate $37 billion in sales revenue. Kmart is now bankrupt. To turn it around, should the new owners spend more on advertising? And one more point. The average Wal-Mart store generates $46 million in annual sales while its Sam's Club division averages $56 million per store in annual sales. But Sam's Club doesn't spend a cent on advertising.

The lack of credibility in advertising really has become a critical issue. No matter how creative an ad is, or how many awards it has won, or how artistic the advertisements are, consumers perceive advertising to be one-sided, biased, self-serving and company-oriented rather than consumer-oriented. To test this, ask yourself: "Do I believe what I read in print advertisements or see on TV ads?"

In one sense, consumers tend to believe the exact opposite of whatever an advertiser states. For example, when Firestone runs an ad which says they will "make everything right", consumers conclude their tires must be unsafe in the first place or the company would not bother running those ads. Similarly, when a seafood company runs an ad which says: "Tests show our Super Seafood is absolutely safe to eat", consumers conclude there must be a reason for the ad and they should be careful about eating that food. As a result, there is now an intense interest in alternative forms of media. Even advertising agencies realize traditional advertising has some credibility and other challenges. They therefore look at new and novel advertising ideas like:

■Using blimps as aerial billboards to spread the brand name.

■Buying naming rights for sports stadiums.

■Buying naming rights for sports events.

■Putting advertising messages into ATMs and gasoline pumps.

■Running video ads in elevators.

■Buying naming rights for shopping malls.

■Placing products in television shows and Hollywood movies.

■Putting ads on airline ticket folders and in the in-flight television programs.

■Placing wrap-around vinyl ads on ordinary cars.

■Painting advertising messages on concrete barriers in parking spaces.

■Inserting advertisements electronically into sports events, TV reruns and re-broadcasts of big sports events.

■Paying to have corporate logos imprinted on the sand of beaches or even in fields near major airports.

■Putting illuminated ads in train tunnels and other novel places.

The intensity and breadth of this search for newer and better forms of advertising illustrates just how badly traditional ads really are performing.

Key Thoughts

"The advertising era is over. Today clients seldom trust their ad agencies to help them make all-important strategic decisions. What used to be a marketing partnership has degenerated into a client/vendor relationship. (A Patrick Marketing Group study of senior marketing executives found that only 3 percent of those interviewed claimed to have delegated the responsibility for establishing their brand identities to their advertising agencies.) The weakest link in any advertising program is its credibility. An advertising message has little believability with the average person. Advertising is taken for what it is — a biased message paid for by a company with a selfish interest in what the consumer consumes."

— Al Ries and Laura Ries

"The goal of traditional advertising is not to make the product famous. The goal of traditional advertising is to make the advertising famous. Instead of creating sales value, traditional advertising attempts to create talk value."

— Al Ries and Laura Ries

"Marketing doesn't deal with products. Marketing deals with perceptions. To run a successful advertising or public relations program, you have to create a lot more than talk value. You have to deal with those nasty perceptions in the prospect's mind. Publicity or PR is a more effective way to deal with those perceptions than advertising."

— Al Ries and Laura Ries

"If you want to launch a new brand today, you need a message that gets media attention. Without publicity, your brand will fail no matter how good the product or service. It's not enough to have a better product or service. You need a better PR idea. You have to win the PR battle first before you can launch an advertising war. How do you win the PR battle? You set up a new category in the mind that you can be first in. Then you make sure the new category has a motivating factor that will encourage prospects to switch from the old category to the new. That's easy to say, but difficult to do. The science of marketing works against the notion of setting up a new category. The first question normally asked by a marketing practitioner is 'What the size of the market?' For a new category, the size of the market is zero. What's the size of the market? That's not the best question to start with when you're looking for a new category to be first in. The question to start with is, what new category can we create? Does that new category have any publicity value? And what angle can we use to motivate prospects to prefer this new category? The problem with appealing to any existing market is that the market is already taken."

— Al Ries and Laura Ries

公关之兴
英

主要观念

打造品牌的明智方法是公关而非广告。近来成功的消费品牌，实际上都是透过公关建立起来的。现今的生活步调紧凑繁忙，多数消费者发现与其自我摸索不如从“众”如流。跟从亲友的口碑或媒体的评论反而便捷。公关的营销力量，就是建构在运用第三者背书的方式之上。

支持概念

为什么喜欢各种类型的第三者背书方式？

■省时

不必费尽心力研判哪种产品最好，能直接从别人经验中得到。

■省力

没必要购买或试用市面上所有的产品。

■可信度高

“背书”能替厂商宣传有效的信息，提供外在效力。对消费者而言，非私下协商或任何拥有既得利益的人，更能增加“背书”的价值。

请记得，广告与建立品牌其实关系不大。如果企业能成功吸引媒体来散布大量信息，那也没有做广告的必要。好的公关报道方案，能做到的不只如此，各种正面故事、专栏文章与媒体速写，能成功地将品牌打造成该产品类别中的领导者。

要怎么运用公关建立品牌？尽管需要大量思考与想象力去执行，不过却非常容易描述：

1. 为产品或服务找寻可抢占先机的机会。如果没有，就开创一个能抢占先机的全新品类。

2. 挑选能够成为品牌的“脸”与“声”的人。以往都请明星代言，而今大多数都应由企业的CEO或创办人来担任。其实，每个知名品牌都有位发言人，其知名度和公司的知名度一样高：

■比尔•盖茨(Bill Gates)与微软

■拉里•埃里森(Larry Ellison)与甲骨文

■史蒂夫•乔布斯(Steve Jobs)与苹果电脑

■迈克尔•戴尔(Michael Dell)与戴尔电脑

■霍华德•舒尔茨(Howard Shultz)与星巴克

■安妮塔•罗迪克(Anita Roddick)与美体小铺

■特德•特纳(Ted Turner)与CNN

■理查德•布兰森(Richard Branson)与维珍航空

■奥普拉•温弗瑞(Oprah Winfrey)与她的电视秀及杂志

■桑德斯上校(Colonel Sanders)与肯德基

■弗雷德•史密斯(Fred Smith)与联邦快递

■唐纳德•特朗普(Donald Trump)与特朗普集团

■雷•克罗克(Ray Kroc)与麦当劳

■安迪•格鲁夫(Andy Grove)与英特尔

■斯科特•麦克尼利(Scott McNealy)与太阳微系统

■查尔斯•施瓦布(Charles Schwab)与嘉信理财

■路易斯•郭士纳(Lou Gerstner)与IBM

3. 从小处着手。找出一些与产品或服务有关的好故事，大量引用发言人的话，刊载于专业杂志与业界刊物，或当地社区的报纸。

4. 耐心等候。公关，永远需要长时间的发酵与改进，要有足够的时间产出所追求的结果。请谨记“无法掌控”，是公关的本质。要密切注意一些你认为微不足道的报道，可能衍生的变化。这些报道角度将来很可能会释放大量与产品或服务相关的线索。提醒自己，越好、越独特的新创意，往往需要越长的时间才能在消费者心中发芽。

5. 没人比媒体自己更懂得怎样操作媒体。因此要让其他编辑与记者清楚知道，相关的议题曾在哪些文章、电视报道中出现过，想出新的、不一样的报道角度，使别的媒体还能继续报道。

6. 尝试在当红媒体刊登“核心”故事。这将成为整体公关计划的主轴，未来再度运用时，可将“核心”故事切割成不同故事，以供其他媒体如直邮、文章转载等使用。

7. 持续以这种方式，一点一滴定期供给市场新资讯，以赢得公关战。总之，每当要做些新鲜有趣的事，就要让媒体知道，且继续利用明星发言人来发声。

从各方面来看，好的公关计划就像一把火，一旦火上加油，连余烬都能烈焰夺目且烟雾弥漫。在时尚行业，好的公关计划能创造极高知名度，然后隐身幕后慢火炖熬，制造足够话题以确保大众持续注意该品牌及推出的各种新产品。

1964年福特“野马”(Ford Mustang)新上市的公关企划案，即是成功案例：

■“野马”，不喜欢开跑车的人的第一部跑车。这个信息约在新车发表排定的前一年，就泄漏给媒体知道，此举的确抓住了总在伺机挖掘底特律新闻的编辑的眼球。

■新闻资料约在上市前六个月就已寄发。福特汽车CEO阿尔科卡(Lee Iacocca)，邀请了约两百位新闻同行试开一星期的“野马”，使新车尚未问世就已被公关与专栏文章广泛报道。

■在纽约世界博览会上，阿尔科卡举办正式新车发表会。接着由新闻同行驾驶“野马”样车从纽约驶往底特律，结果造成了排山倒海般的公关报道，阿尔科卡与福特“野马”，史无前例同时出现在当周《时代》(Time)与《新闻周刊》(Newsweek)的封面。

■“野马”的首次销售成绩相当高。头四个月就卖了10万辆，第一年总共销售40万辆，在正式量产后不到两年，即使第100万辆福特“野马”从生产线上开下来时，仍能引发更多的报道。

大师观点

“没有任何产业像汽车业一样地依赖广告。去年，13个品牌中的前7大（雪佛兰、道奇、丰田、福特、日产、克莱斯勒及本田）共花了40亿美金的广告费，这足以打场小型战争。而这7个品牌，去年总销售数字为11,108,832辆，销售每辆车的广告费用是359.12美元。尽管所费不赀，但广告在汽车销售的角色像是个跑龙套的。请问你记得任何汽车广告吗？尤其是曾让你改变心意，转而购买这部汽车的品牌广告片？大多数人都想不起来。对汽车买主影响更大的反而是车子的知名度、车主的口碑、各大报纸汽车版的评论，等等。”

——阿尔•里斯与劳拉•里斯

“典型的报纸会有30％的新闻报道与70％的广告。你花最多时间阅读的是什么？平心而论，你如何看报纸、看杂志或看电视？你能区分新闻与广告吗？你难道不是只会留意特别有趣或好玩的广告吗？即使如此，你不会以怀疑的目光审视广告主的信息吗？”

——阿尔•里斯与劳拉•里斯

“创意并非永远都是正面的。举例来说，让安然(Enron)公司惹上麻烦，就是过于‘有创意’的会计方式。创意不属于广告部门，而是公关部门，公关需要独创性，为产品或服务做全新及与众不同的定位。《纽约时报》(New York Times)声称‘只要是新闻都适合刊登’。《时代》(Time)与其他地方媒体想写的，不是更好的产品或更好的服务，而是‘什么是新闻’；也就是哪里独特，哪里不同，哪里有创意。”

——阿尔•里斯与劳拉•里斯

“因为消费者已不像过去那么注意广告，也不相信广告的诉求信息，因此想透过消费性广告发售新产品是很辛苦的。看到这些花在广告上的费用，让我感到意外的是花钱的还是觉得值得。”

——舒尔茨，星巴克董事长兼创始人

“去年，戴尔电脑的广告费花了4.3亿美金，公关费200万美金。换言之，戴尔的广告费是公关费的215倍。如此看来，要让迈克尔•戴尔相信公关比广告更重要还是很难的，但戴尔绝对是靠公关建立品牌的好案例。戴尔在一开始就把产品送给业界电脑刊物评论人试用，结果《个人电脑周刊》(PC Week)对戴尔第一台与IBM兼容机器‘涡轮’(Turbo)大加称赞，文章在1985年产品上市后随即刊出，该公司立即出现每月超过1千台的销售量。”

——阿尔•里斯与劳拉•里斯

“终于开始有研究支持，品牌销售时公关优于广告的论点。最近由施耐德集团与波士顿大学传播研究中心共同委托，哈佛商学院营销学助理教授苏珊•佛尼尔(Susan Fournier)所主持的研究发现，在这份91个新产品的销售研究证实，倾向运用公关活动的产品成功率更高，这也是第一个被公认的此类研究。尽管已有不少成功的公关案例，但企业仍未有普遍认知，也尚未将公共关系列在营销活动中。”

——阿尔•里斯与劳拉•里斯

“如果有人打电话告诉你，‘你不认识我或我的公司，但我想卖东西给你！’你一定立刻挂断电话。但是如果这人说，‘您是萨克斯第五大道百货(Saks Fifth Avenue)的顾客，萨克斯正要举办鸡尾酒会，为您介绍一系列新进设计家服饰。’这时，你可能会想去看看，因为在你心中，萨克斯第五大道百货是具有可信度的，也是你熟知的名字。公关报道可为广告创造可信度的凭证，除非某个新品牌在你心中拥有凭证，否则你会忽视它的广告。想成功打造品牌，必须正确管理公共关系与广告。”

——阿尔•里斯与劳拉•里斯

The Rise of PR
中

Main Idea

The smart way to build a brand today is with PR rather than advertising. Virtually all of the consumer brands which have become successfully established in recent times have been built with PR rather than advertising. Why? Simply because in modern life, most people are short on time. Therefore, rather than do their own research, they find out what other people think is best and go with that. And to find out what's best, they either go with word-of-mouth from people they know personally or what the media commentators state is best. PR is all about building your marketing efforts on third party endorsements from others.

Supporting Ideas

Everyone loves third-party endorsements. Why?

■They save time

Instead of going through the arduous process of figuring out for themselves what products are best, consumers can take advantage of the experiences of others.

■They save effort

There's no need to buy and try every product on the market.

■They are highly credible

Endorsements provide outside validation of what the manufacturer claims. The absence of a hidden agenda or any vested interests on the part of the person giving the endorsement adds to its value for consumers.

With that in mind, advertising is actually pretty irrelevant when building a brand. If a company can succeed in getting numerous media messages circulating about what it does, there is no need to advertise. A good publicity program can achieve this and so much more. Positive stories, articles and media features can do incredible good in establishing a brand as the leader in its product category.

So how, exactly, can PR be used to build a brand? It's actually very simple to describe although executing takes far more thought and imaginativeness:

1. Find something the product or service can be first in. And if this is not possible, invent a fresh new product category the product or service can be the first to target.

2. Select one individual who can become the "face" and "voice" of the brand. Historically, this has been a celebrity spokesman but in most cases today, it should be the CEO or the founder. Virtually every well-known brand has a spokesperson who is almost as famous as the company itself is:

■Bill Gates and Microsoft

■Larry Ellison and Oracle

■Steve Jobs and Apple Computer

■Michael Dell and Dell Computer

■Howard Schultz and Starbucks

■Anita Roddick and The Body Shop

■Ted Turner and CNN

■Richard Branson and Virgin Atlantic Airways

■Oprah Winfrey and her TV show and magazine

■Colonel Sanders and Kentucky Fried Chicken

■Fred Smith and Federal Express

■Donald Trump and The Trump Organization

■Ray Kroc and McDonald's

■Andy Grove and Intel

■Scott McNealy and Sun Microsystems

■Charles Schwab and Charles Schwab & Co.

■Lou Gerstner and IBM

3. Start small. Get some good stories about your product and services, complete with numerous quotes from the spokesperson, placed in the specialist or trade publications which serve your industry. Or in local or community papers.

4. Be patient. PR always needs time to ferment and improve. Allow enough time to produce the results you're after. And keep in mind the essence of PR is its lack of controllability on your part. Watch out for unexpected developments, for angles that get picked up on you thought were insignificant. One of these might hold the clue to unleashing a flood of interest in your product or service in the future. Remind yourself the better and more original a new idea, the longer it's going to take to implant that idea into the consumer's mind.

5. Realize that no one reads the media like the media themselves. Therefore, make other editors and reporters aware of previous print articles, television appearances and so forth. Keep coming up with exclusives and new angles other media can use to build on what's gone before.

6. Eventually try and place a "keystone" story in some major media heavy hitter. This will then become the center piece of your entire PR program in the future as you slice and dice it for reuse in many follow-up stories in other media, direct mail pieces, article reprints and so forth.

7. From there, you keep winning the publicity war by continuing to drip feed new information into the market on a periodic basis. Whenever you do something new and interesting, let the media know. Keep feeding quotes from your celebrity spokesperson.

In many ways, a good PR program is similar to a fire. Once it has been stoked up with an intense initial blaze, the embers can glow and generate smoke for some time to come. In like fashion, a good PR program will create awareness and then simmer gently in the background, producing enough material to ensure people remain aware of the brand and what it offers.

As an example of an effective PR program, consider the 1964 launch of the Ford Mustang:

■News about the Mustang as the first sports car for people who don't like to drive sports cars was leaked to the media about one year before the car was scheduled to be launched. This caught the attention of those editors who are always looking for a scoop on what's happening in Detroit.

■Around six months before the launch, press kits were mailed out. Ford's CEO, Lee Iacocca, invited around 200 journalists to test-drive Mustangs for a week. This generated a blaze of publicity and articles before the car was even available to the public.

■For the formal launch, Lee Iacocca unveiled the new car at the early production examples of the Mustang from New York to World's Fair in New York. A group of journalists then drove Detroit. The resulting publicity was spectacular with Lee Iacocca and the Ford Mustang appearing on the covers of both Time and Newsweek the same week，the first time in history this had ever happened.

■Sales of the first Mustang were awe inspiring as well. 100,000 Mustangs were sold in the first four months and 400,000 in its first year. Less than two years into its production run, the 1 millionth Ford Mustang rolled off the production line to a blaze of still more publicity.

Key Thoughts

"No industry depends on advertising as much as the automotive industry. Last year, seven of the thirteen largest brands (Chevrolet, Dodge, Toyota, Ford, Nissan, Chrysler and Honda) spent $4 billion on advertising, enough money to fight a small war. These seven brands sold 11,108,832 cars last year, and for each of these cars sold these seven brands spent $359.12 on advertising. In spite of these massive expenditures, advertising plays a minor role in selling cars. Do you remember any single automobile advertisement or commercial? And especially, do you remember any commercial that changed your mind about which automobile brand you wanted to buy? Most people can't. Buyers are much more influenced by street visibility, word of mouth by owners, editorial coverage in automotive sections of daily newspapers, etc."

— Al Ries and Laura Ries

"Atypical newspaper is 30-percent editorial and 70-percent advertising. What do you spend most of your time reading? Be honest. How do you read a newspaper or magazine or watch a television show? Don't you differentiate between the editorial and the advertising? Don't you only look at ads that you find exceptionally interesting or amusing? And even then, don't you view the advertiser's message with a great deal of skepticism?"

— Al Ries and Laura Ries

"Contrary to popular opinion, creativity is not always a positive attribute. Creative accounting, for example, is exactly what got companies like Enron in trouble. Creativity doesn't belong in the advertising department; creativity belongs in the PR department. Pr needs to be original in the sense that it needs to position products or services as new and different. 'All the news that's fit to print,' claims the New York Times. The Times, along with other media outlets, doesn't want to write about better products or services. They want to write about 'what's new.' This means, what's original, what's different, what's creative."

— Al Ries and Laura Ries

"It is now difficult to launch a product through consumer advertising because customers don't really pay attention as they did in the past, nor do they believe the message. I look at the money spent on advertising, and it surprises me that people still believe they are getting returns on their investments."

— Howard Schultz, chairman and founder, Starbucks

"Last year Dell Computer spent $430 million on advertising and $2 million on PR. In other words, Dell spent 215 times as much on advertising as on PR. It's going to be hard for Michael Dell to believe that PR is more important than advertising. Yet Dell is a good example of a brand built by PR, not advertising. Early on, Dell made sure the computer analysts for all the trade publications received Dell machines for testing. PC Week's rave review of the Turbo, Dell's first IBM-compatible machine, appeared shortly after the product was introduced in 1985. Almost immediately, the company began selling more than a thousand Turbo machines per month. The rest is history."

— Al Ries and Laura Ries

"We're beginning to see research that supports the superiority of PR over advertising to launch a brand. A recent study of ninety-one new-product launches shows that highly successful products are more likely to use PR-related activities than less successful ones. Commissioned by Schneider & Associates in collaboration with Boston University's Communications Research Center and Susan Fournier, an associate professor of marketing at the Harvard Business School, the study is believed to be the first of its kind. In spite of PR's many successes, there is still the perception inside the corporation that marketing does not include public relations."

— Al Ries and Laura Ries

"If someone calls you on the phone and says, 'You don't know me or my company but I would like to make an appointment to sell you something' you would immediately hang up the phone. On the other hand, if someone calls you on the phone and says, 'You are a customer of Saks Fifth Avenue and Saks is having a cocktail party to introduce a new line of designer clothes, you might be tempted to show up. Saks Fifth Avenue has credibility in your mind. It's a name you know. Publicity provides the credentials that create credibility in advertising. Unless a new brand has some credentials in your mind, you are going to ignore its advertising. To build a brand successfully, you need to manage both public relations and advertising properly."

— Al Ries and Laura Ries

广告重生术
英

主要观念

可供公关宣传报道的品牌题材终究有耗尽之时，此时聪明的作法是运用广告维系品牌认知。但要注意，这样的广告不要以“创意”取胜，否则会混淆消费者，应该直接诉求已有的概念，并加以强化。广告真正的功能在增强已有信息，而非尝试传递新的信息给消费者。

支持概念

要建立使消费者产生共鸣的品牌需要耐心与毅力：

■要有耐心，是因为要消费者转换已习惯使用的品牌，通常需要长时间才能作出决定。这就是公关优异之处，公关会利用第三者背书的方式，逐步打造品牌。这过程是缓慢的，步步为营且不可预期。透过设计系列的公关计划，可使品牌的主要特色，由原先设计好的演变成符合消费者喜好的。

■专注于维持品牌需要毅力。通常，新品牌会强烈冀望能受到人们的喜爱。但成功品牌要的是深度而非广度，也就是说，应该专注在某些优势而非为了样样都好而自曝其短。

打造品牌的聪明方法，是同步将公关与广告的专业，用在能发挥最佳功效的地方。实际执行时，就是在建立品牌时运用公关，维系已建立的品牌时则利用广告。广告，应该用来加强公关报道最初的发展创意与概念，如此才能维持品牌气势，灵活地搭配操作公关与广告，产生巨大效益。

再次提醒，维持品牌的广告形式将不再是“创意”取向，而是专注在能强烈影响购买决策因素的可信度。广告要做的，应该是提升品牌的领导地位，增强已存在消费者心中的实际认知；公关，则是躲在幕后，不动声色地在消费者心中栽植新创意。清楚地建立与增强这些认知，是好的广告真正的任务。以较为人知的范例来解释，公关像是研究与发展，广告就像例行保养。品牌价值的建立需要两者兼具，并依各自专业扮演不同的角色。

大师观点

“在现今体系中，广告可能不是有收益的投资却是保险，能保障品牌避免受到竞争对手攻击，为维系品牌在消费者心中的定位而付出代价。最好的广告企划案，具有‘我原本就知道，不过还是很高兴你提醒我’的特质，充满情感而非满载资讯。建立品牌要花多少钱在广告上，是个高难度的决策。某些案例中，你可能要一毛都不花，让那个品牌自生自灭，尤其是销售持续下降的品类。”

——阿尔•里斯与劳拉•里斯

未来，广告与公关该如何联手缔造新品牌

1

产品或服务上市前，就要开始着手公关报道计划案。这部分的公关工作，是在描述、讨论与产品或服务有关的各种特性，且以默默的、持续的及不引人注意的方式进行。趁机学习有用见解。

2

最后，会有个能牵动消费者心弦的特性浮出，将这个产品或服务的特色，运用公关手法拓展成两、三个能让消费者联想到的具体利益。

3

接着，运用广告强调其一或更多的关键利益。借此，企业在消费者心中的定位，成为这个“关键利益”的市场领导者。一旦做到，那么这个品牌就能继续长久扩建。

4

对成熟品牌而言，广告可以继续用来扩大品牌知名度。同时，幕后公关方案则用来打造品牌与增加各类新特性。这类品牌的打造活动能以不动声色与较不显眼的方式进行，避免冲击主要业务。

The Rise of PR
中

Main Idea

Eventually, every brand runs out of publicity potential. There is nothing new to say about it. At that point, the smart thing to do is to use advertising to maintain awareness of what the brand stands for. Note, however, these types of advertisements cannot be "creative" that will just confuse consumers. Instead, this type of advertising touches the ideas and concepts which already exist, brings them to the surface and strengthens them. The true function of advertising is to reinforce an existing message, not to try and send a new and unfamiliar message to consumers.

Supporting Ideas

Building a brand that resonates with consumers takes both patience and fortitude:

■Patience because it generally takes people a very long time to decide to switch from what they presently use to something else. This is where PR excels. Pr can build the brand gradually with third party endorsements. This is slow, methodical and largely unpredictable work. Over the course of a PR program, the major brand attributes will evolve away from what was originally proposed and into something consumers show a preference for.

■Fortitude is needed to maintain focus for a brand. There is usually an overwhelming desire to try and make a new brand be all things to everyone. Successful brands, however, are deep rather than broad. That is, they concentrate on being strong somewhere rather than weak everywhere.

The smart approach to building a brand is, therefore, to use PR and advertising in sync with each discipline being applied where it can be most effective. In practical terms, that means using PR to build the brand and advertising to maintain the brand once established. Advertising should only be used to reinforce the ideas and concepts which are developed by the initial publicity. That way the brand's momentum is maintained. Skillfully handled, combining PR and advertising in tandem can pay big dividends.

Note again, however, this type of brand maintenance advertising will not be "creative". Instead it will focus on credibility the factor that strongly influences purchase decisions. Advertising should promote the leadership position of a brand. It should reinforce the legitimate perceptions already existing in the mind of the consumer. PR can work quietly in the background to plant new ideas in the consumer's mind but the true job of good advertising is simply to amplify and build on those perceptions. Or, to use a more familiar paradigm, PR is similar to research and development while advertising is more like routine maintenance. Both are needed to build the value of the brand, but each discipline shares a different role.

Key Thoughts

"In our scheme of things, advertising is not an investment that is likely to pay dividends. Advertising is insurance. That is, advertising protects a brand from competitive attacks. Advertising is the price you pay to maintain your brand's position in the mind. The best advertising programs have an 'I knew that before, but I'm glad you reminded me' quality. Rather than being information-laden, the best advertising programs are usually emotion-laden. How much to spend on advertising once a brand is established is a delicate decision. In some cases, you might spend nothing at all and let the brand die a natural death. This is especially true in categories that are declining in sales."

— Al Ries and Laura Ries

How Advertising and PR Will Work Together To Build New Brands In The Future

1

Before a product or service is even available, a publicity program will be undertaken. As part of this PR, various attributes will be described and discussed. This will take place quietly, consistently and with little attention.

2

Eventually, one attribute will emerge which will strike just the right cord with consumers. PR will then be used to expand this product or service attribute into two or three tangible benefits consumers will relate to.

3

Advertising will then be used to emphasize one or more of those key benefits. y doing this, the company will position itself in the mind of the consumer as the market leader for this benefit. Once that happens, then the brand can continue to build over time

4

For mature brands, advertising can continue to be used to amplify the awareness of the brand. Simultaneously, a background PR program can be away to build the brand and add new attributes. These brand building activities can be undertaken quietly and unobtrusively without impacting on the mainstream business.

广告与公关的主要差异
英

广告是企图强迫进入消费者心中的一种干扰，为吸引注意力，常作些怪异或不平常的事。相反的，消费者认为公关报道，是媒体好意告知令人印象深刻的新产品或新服务，且比广告讨巧多了。

广告适合“大规模上市”。像是在特定的日子，发动一波雷霆万钧的多媒体协同攻击。但问题是活动结束后，消费者的注意力也转移了。公关报道就比较能将营造兴趣的时间拉长，而且理论上是没有期限的。当故事中各要素逐渐呈现时，消费者会好奇且注意，接下来会是什么。

广告主惊天动地的开场是因为企图要：

1. 捕捉每位消费者的注意力。

2. 创造新品牌的知名度。

3. 在该品牌上添加正面特性。

在这方面，公关报道更佳，因为可以从小且不知名的业界期刊开始，一步步提升到更重要的媒体，直到达成最高目标或迈向世界。逐步增强是保持长期造势的更聪明的方式。

广告主靠这个信条而活：“一张照片胜过千言万语。”所以喜欢用图像来捕捉注意力，文字只是加强视觉。问题是，人以文字来思考而非图片，公关报道是一种以言辞表达品牌的有趣形式。如果有图片，也是用以支持眼见为凭。由于公关报道是言辞导向，所以更容易被记住，消费者的购买决策是基于言辞的比较，而非联想到广告上的影像。公关将文字与创意都摆在必须存在的地方，也就是潜在顾客的心中。

广告强调的是广度与频率，公关则专注在可信度。公关只试图与特定的人接触，他们会推荐给好友、亲戚及同事去购买。也就是说公关报道会专注于所用传播媒介的可信度，及推荐购买地点的特点。

这是个违反直觉的概念。当企业开展公关活动时，也确实将成功交付别人之手，媒体会以自己的方式诉说故事。那为什么要运用公关？因为媒体多数会挑选一些你想掩饰或太熟悉而未注意的重点来报道，这也是某些能在个人层次上，引起潜在顾客共鸣的事情。要认清与媒体打仗，输家永远会是你，所以永远要与媒体好好合作，千万别与他们作对。

昨日的广告已一无所用，相反的，一则公关报道创造的好故事，却能够一再重复使用，趁对那则故事仍感兴趣之际再发给另一家，或从一种媒体换到另一种媒体。只要有幸将故事刊在具有声望的媒体，如《华尔街日报》或《今日美国》，在未来很多年，你仍能利用这则公关报道。

广告要比公关贵得多。但这也是个似非而是的论点，因为如果企业曾花时间，先建立起一个好的公关报道企划，以此为基础，那么广告的花费会更有效。主要原因是公关计划是不能被正式发表的，而是以少量资讯引起媒体人士的注意与评论，且不断推进。公关有累积的效果，撰写新故事前，记者会先注意其他刊物曾写过什么与你的产品或服务有关的东西。正因如此，公关是多元的，持续不断的，从各方面取材的。消费者也慢慢地接受更多你试图贩卖的概念。

许多公司试图给不同品类的新产品，放上相同的品牌名。这么做是基于一个错误信念：“这样远比建立新品牌及拓展知名度要省钱。”问题是新品牌需要可信度才能大放异彩，且唯一能创造可信度的方式就是透过公关。为建立新品牌的成本而烦恼是错的，因为这根本是本末倒置。

新品牌名对广告是负债，对公关却是资产。为什么?因为新品牌名表示该产品或服务，与过去所见的不同，这正是媒体人喜欢的。新名字，代表有令人耳目一新的事将发生，且能为公关活动注入生命力。这是非常简单的课题，要展开新品牌名，公关远比广告更适任。

消费者很自然地普遍忽视广告，所以广告业者想尽一切手段想获取注意；讲笑话，做不寻常的事，利用动物，甚至有时以令人震惊的手法，企图达成优先认知，这与建立品牌所要做的刚好相反。事实上，要打造品牌，用贴心的方法会更加有效。大多数人认为花费辛苦所赚的钱，是种严肃的活动，而公关最符合这种心境。

广告志在“创意”，而所运用的各种创意，其实早存在消费者心中。聪明的广告是建立在各种已存在的认知上，但有一条界线，如果广告太过创意，就没有人能理解广告在做什么。反之，好的公关永远是新鲜与原创的，利用最新的产品加以改良，让产品变得更新奇、更与众不同的消息，造成热烈讨论。公关讲求的是行动上的创造力。

广告，不断地带给大众各种难以置信的影像，像是动物使用产品，不寻常与荒诞的各种组合等。因为这样，所以多数人往往厌恶去相信任何在广告上看到的，认为都是利用“特技摄影”才做到的。但谈及所看到的新闻故事，人们只会拒绝那些与心中既定想法冲突的资讯。只要消息来源可靠，人们往往会信以为真，这可使创意毫无困难地从媒体进入目标顾客心中，这是发售新产品或服务时最理想的剧本。

要建立品牌，没什么比得上好的公关。一旦品牌建立，广告即可展现所长，成为继续提醒消费者的最佳方式。如果将次序弄错就会出现问题，循序渐进就能成功地经营品牌，安然度过全部的生命周期。

大师观点

“真实的情形是，广告没办法点火，只能在火点燃后帮忙煽火。想从无到有，只有来自第三者的背书，才能获得可信度。新上市活动的第一阶段应该是公共关系，在各主要公关报道的可能性尚未完备时，绝对不要进行广告。大部分公司花太多广告费用去建立品牌，品牌建立后，又花太少费用在广告上去守护品牌。这是个与传统性思维对抗的革命性观念。”

——阿尔•里斯与劳拉•里斯

“未来，可期待公关业呈现爆炸性的成长，也可预期不论企业内外，都会为公共关系找到新的观点。客户会找公关公司协助，为品牌制定各种策略性方向，迫使广告服从公关的领导。你也可期待听到广告业的悲鸣，并不只因为钱，更重要的是广告代理商的主管，可能会丧失身为营销伙伴的传统角色。营销业已进入公共关系的时代了。”

——阿尔•里斯与劳拉•里斯

The Key Differences Between Advertising and PR
中

That is, advertising is an interruption which tries to force itself into the consumer's mind often by doing something outlandish or unusual in an attempt to catch attention. By contrast, with publicity, consumers think the media is doing them a favor by alerting them to an impressive new product or service. PR is much more subtle.

Advertising works on "the big launch"，where on the specified date, there is a huge coordinated push in multiple media. The problem with this is once the big event is over, consumer attention moves elsewhere. With publicity, there is more opportunity to build interest over an extended period of time and ideally indefinitely. Consumers wonder what's next as the various elements of the story unfold and receive attention.

Advertising start off with fanfare because they're trying to:

1. Capture the attention of the average consumer.

2. Create awareness of a new brand.

3. Attach positive attributes to that brand.

Publicity is much better at all of these things because you can start out small in the obscure trade journals and then keep ramping up the program to progressively more important media until you hit the big time or go international. That gradual ramp up is a smarter way to build sustainable long-term momentum.

Advertisers live by the creed: "A picture is worth a thousand words". Therefore, they use graphics that capture attention and only use words to reinforce the visual. The only problem with this is people think with words, not pictures. Publicity verbalizes the brand in an interesting way. If pictures are used at all, they are there to support and give credibility to what is being said. And because of its verbal orientation, publicity is more memorable. Consumers make their buying decisions on the basis of verbal comparisons rather than on aligning themselves with an image presented in an advertisements. PR puts words and ideas in the one place they absolutely have to be，in the mind of the potential customer.

The emphasis with advertising is on reach and frequency. Publicity, on the other hand, focuses on credibility. PR tries to reach only the people who count —the people who will make recommendations to purchase to their friends, relatives and associates. That is publicity looks at the credentials of the medium used and the quality of the recommendation to buy that is generated.

This is quite a counter-intuitive concept. When a company launches a PR campaign, it literally puts its future success in the hands of others. The media gets to tell your story any way they choose. Why is this desirable? Simply because many times, the media will pick up on points you gloss over or fail to notice because of your familiarity. Frequently, what they pick up on is something that will resonate with potential customers on a personal level. Besides, you'll never win a fight with the media. You'll always do far better working with them than you ever will attempting to work against them.

Yesterday's advertisements are good for nothing. By contrast, a good story generated by PR can be recycled time and again. It can be used in one publication and then on the strength of that interest sent to another. Or from one medium to another. And if you're fortunate enough to get a story in something prestigious like The Wall Street Journal or USA Today, you can use that to generate many years of future publicity.

Advertising is far more expensive than PR. The paradox is if businesses were to spend some time on establishing a good publicity program first as a foundation, their advertising expenditure would be more effective. Why? The Main reason is a PR program doesn't get formally launched. Instead, it just evolves over time as small bits of information get noticed and commented on by people in the media. It has a cumulative effect before writing a new story, a reporter will stop and look at what other publications have previously had to say about your product or service. In this way, PR is multidimensional. Over time, different aspects get picked up on. The consumer therefore gradually learns more and more about whatever you're trying to sell them.

Many companies try and put their brand names on new products in a different category. They do this in the mistaken belief it's cheaper than building a new brand and to exploit their brand name awareness. The only problem is a new brand needs credentials to flourish. And the only way credibility can be generated is through PR, not advertising. Worrying about the cost of establishing a new brand is the wrong question，it puts the cart before the horse rather than the other way around.

New brand names are liabilities to an advertising program but an asset in a PR program. Why? A new brand name signals the product or service is different from anything seen before exactly what people in the media like to write about and talk about. New names signal something refreshing is happening and breathe life into a PR campaign. The lesson is simple. When launching a new brand name, PR is far superior to advertising.

Since advertising is routinely and universally ignored by consumers, the industry does all sorts of things to try and gain attention. They tell jokes, do unusual things, use animals and sometimes try and shock their way to front-of-mind awareness. This is the opposite of what it takes to build a brand. In fact, when building a brand, a thoughtful approach works much better. For most people, spending their hard-earned money is a serious exercise. PR matches that mind-set.

Advertising aspires to be "creative" but it always works with ideas which already exist in the minds of consumers. Clever ads build on perceptions which already exist, but there is a fine line. If the ads are too creative, nobody will figure out what they're trying to do. By contrast, good PR is always fresh and original. It takes the latest product improvement and turns that into something so new and different people will rave about it. Publicity is creativity in action.

Advertising continually throws up images that are incredible，like animals using products, unusual and bizarre combinations and so forth. For that reason, most people tend to be loathe to believe anything they see in an ad, assuming it was all achieved with "trick photography". When it comes to what people read in an editorial story, however, people only reject information that conflicts with the ideas already established in their minds. As long as the information is coming from a credible source, people tend to take it at face value. That allows ideas to move from the media into the prospect's mind readily-which is an ideal scenario when launching a new product or service.

When building a brand, nothing beats good PR. Once a brand is established, then advertising comes into its own as the best way to keep reminding people where that brand fits into the overall scheme of things. Get that order reversed and you'll have problems. Get it right and you can manage a brand successfully through its entire life cycle.

Key Thoughts

"The truth is, advertising cannot start a fire. It can only fan a fire after it has been started. To get something from nothing, you need the validity that only third-party endorsements can bring. The first stage of any new campaign ought to be public relations. Never run advertising until the major publicity possibilities have been exploited. Most companies spend way too much money trying to build brands with advertising and way too little money defending their brands with advertising after they have been built. This is a revolutionary concept in the sense it goes against conventional thinking."

— Al Ries and Laura Ries

"In the future, you can expect explosive growth in the PR industry. You can also expect to find a new respect for public relations both inside and outside the corporation. In the future, clients will be looking to public relations firms to help them set the strategic directions for brands, and advertising will be forced to follow the lead of PR. In the future, you can expect to hear howls of anguish from the advertising industry. And it's not just the money. Even more important to advertising agency executives is the potential loss of their traditional role as marketing partners. Marketing has entered the era of public relations."

— Al Ries and Laura Ries

响应与讨论

生生不息的品牌经营术

李绍唐（甲骨台湾分公司总经理）

乍看《大师轻松读》的《公关第一，广告第二》，一定有很多人和我一样被书名给震慑住了。长期以来被视为营销万灵丹的广告，竟被狠狠地质疑能带来的效益。事实上，该期的内容提供读者一个全新思考方向，检视广告与公关扮演的角色与价值。过去企业在操作营销时，第一个反应就是得花大笔经费制作广告，所以营销部门总被视为花钱单位。不过近几年我们却看到许多成功的公关操作手法，灵活运用在企业与客户间，运用第三者背书及树立口碑的方式，让消费者在从众如流的购买心态下，增加品牌的信赖感与说服力。有时候甚至不需花一毛的广告费用，就能成功建立企业品牌忠诚度与知名度，这正是公关带来的效益。

如果你问我要成功经营企业品牌，是广告还是公关好？我会用个比喻回答这个问题：“广告像速溶咖啡，热水一泡即可品尝，讲求的是速度与效率。公关则像研磨咖啡，煮愈久就愈能品尝出咖啡的香醇浓郁，讲求的是长时间的酝酿与发酵。”两者最终目的皆为品尝咖啡，但个中风味会因品尝者的需求而异。我的营销抽屉里总是同时摆着速溶与研磨咖啡，视不同情境与需求取用。

然而，对经营企业品牌而言，广告与公关缺一不可。广告，让人眼睛一亮强化认知，公关，则是持续不断地慢火炖熬，稳扎稳打地建立品牌形象与价值，透过两者交互运作，这才是企业品牌生生不息的关键。

至于营销活动中，广告与公关的投资比重会因产业属性而不同，以甲骨文所处的软件信息服务产业为例，由于产品服务特性与沟通对象皆锁定特定族群，重视的是长期耕耘与实践承诺，所以长期以来皆由公关领军，经由强势的公关操作建立品牌形象后，广告的发声力量才会更有力。

本期提到众多公关优势，最令我印象深刻的，即是品牌可信度与品牌发言人的建立。由于甲骨文不仅研发电子商业软件，推广、销售电子商业服务，且以自家产品力行企业e化，同时以全球一年省下10亿美元的成果化为具体的公关案例，透过总裁拉里•埃里森（Larry Ellison）与各地分公司总经理代言，将此经验与全球企业分享，甚至成为哈佛商业管理学院的个案探讨教材。

平时，我利用各种场合与企业分享甲骨文经验，建立与成功客户间的交流网络，这是建立企业认同与信赖感的最佳资源。其中成功关键在于，“创造出客户对公司品牌的信赖和使用后的满意度，让客户乐意把使用经验与其他企业分享，借由客户口碑与第三者背书的方式，再拓展出更多客源。”

同时企业若能善用“品牌发言人”，使其知名度与公司一样驰名，也能为企业的品牌认同与知名度加分。像是消费者听到甲骨文就会联想到拉里•埃里森，他勇于冒险与大胆尝试的个人特质，不管走到哪儿都是媒体竞相追逐的焦点。当年拉里倡议网络的兴起且一一验证，让业界对其言论与行事作风更感兴趣。所以，企业皆须建立完整的发言人制度，让发言人在各种公开场合恰如其分扮演代言人，透过独特个人魅力与适切言论发表，成功赋予品牌正面形象。

也常有人问起：“经营品牌的秘诀在哪？”答案很简单，就是持续用心。看似简单，其实背后代表的就是公关的具体精神。通常我们会将成功赢得客户订单的成果视为长期耕耘客户关系的开端，继而持续实现承诺，这样的过程不但要依赖广告的传达，更要时时善用公关的加温力量。

如本期文中提及，“好的公关计划就像一把火，一旦火上加油，连余烬都能烈焰夺目且烟雾弥漫”，足见公关带来的无穷效益。最有趣的则是，“公关”总藏身幕后，不动声色地在消费者心中栽植认同感，当消费者对品牌产生强烈的兴趣与信赖感时，其实已掉入公关迷人漩涡而不可自拔了。