| Advertising Your Restaurant Effectively: Advertising or | | | | magazines, etc. You increase your broadcast and |
| Public Relations? | | | | reach more audiences that will be educated about |
| Positive public recognition is important for your | | | | your restaurant. |
| restaurant?s success; this recognition can be | | | | 3. Implied Endorsement |
| accomplished through ?public relations campaign? as | | | | In advertising, you pay somebody to have your |
| well as advertising. | | | | message directly filtered to your prospect consumers. |
| Note that a ?public relations campaign" and advertising | | | | With public relations however, it can afford the reliability |
| are two very different things. Both are meant to | | | | of an indirect endorsement of a ?third-party?. Meaning |
| elevate the interest of consumers in a service or | | | | you don't pay to get advertised, publications offered to |
| product and both use generally the same tools, like | | | | you for free, granting you space so you can rely your |
| radio, television, print and the internet, advertising uses | | | | restaurant?s story to customers. This endorsement is |
| ads and public relations uses news. | | | | an efficient tool in sculpting public opinion. |
| Here is a look at advertising and public relations | | | | 4. Cost-Effectiveness |
| differences: | | | | There can be no comparison to the ?cost? of display |
| 1. Message control | | | | advertising in a magazine or publication as to the |
| As to how, where and when an advertisement flows, | | | | ?cost? of distributing and writing an informative press |
| is very controllable. An ad space bought in the correct | | | | release. Hiring a firm to create press releases for your |
| format like radio, broadcast, online, print, etc. implies that | | | | restaurant is definitely many times cheaper compared |
| you have control over the messages that you want to | | | | to advertising costs. |
| communicate. | | | | Furthermore, press release articles are viewed by |
| On the other hand, while the message creating | | | | more audiences since consumers are more interested |
| process by means of public relations is also very | | | | in stories as opposed to advertisements. Guaranteed |
| controllable, it is what happens or results after your | | | | US Government Grant for USA Citizens at |
| message has departed is usually uncontrollable, which | | | | 5. Life Span |
| brings up the question of whether potential customers | | | | With public relations, a well-constructed story can have |
| perceive the information you supplied as newsworthy. | | | | the attention of the reader for a long time, where an |
| In public relations, it makes sure it is. | | | | ad is noticed by the viewer in a span of just about 5 |
| 2. Information Personalization | | | | minutes. |
| Advertisements, being very costly, don't provide you | | | | Consumers normally clip certain articles they read, |
| with enough room to customize or personalize your | | | | such as a new destination that they would want to |
| restaurant?s story. | | | | visit or a new restaurant where they would want to |
| A public relations promotion does this, by creating a | | | | sample food. |
| story of multiple angles aimed to successfully reach | | | | Get up to $200,000 to "move" your existing business. |
| various media outlets like daily newspapers, business | | | | US Government Grants for USA Citizens. Claim your |
| journals, food service publications, city magazines, | | | | FREE $79 Gov Grant book! |
| entertainment and dining publications, national | | | | |