Managing media. It’s hard to do

Del Chatterson

Nov 21, 20242 min read

I remember learning that the difference between advertising and PR is that in advertising you’re telling everyone how wonderful you are and in PR somebody else is telling everyone how wonderful you are.

PR is better.

Does it still work that way in the modern media world?

The theory is that an unbiased expert third party recommendation is more reliable and effective in sending customers to you than a paid ad with all the exaggerated marketing claims that we assume are embedded in the messaging. But in the modern media world, especially with the huge audiences on major social media channels, paid influencers are even better. Celebrity endorsements can have a major impact on whatever market you’re in, regardless of the qualifications or relevance of the celebrity.

“If they’re rich and famous, they’re smarter than me. I’m following whatever they say.” Consider the huge bump in the popularity of pickle ball, after Tom Brady and some other celebrated athletes said how much they enjoyed playing it. The claims don’t even have to be true, and the more outrageous, the more attention they get.

Endorsements and recommendations by influencers and celebrities are hard to arrange and may be more expensive than traditional advertising or paid promotions, but who do you know who has a large following and loves you and your stuff? Don’t be shy to ask them for a plug.