“A recent study of 91 new product launches shows highly successful products are more likely to use PR-related activities than less successful ones… ‘We learned that the role of PR, while underutilized, was extremely significant when leveraged,’ said the study.”

“Most companies spend way too much money trying to build a brand with advertising (when they should be using that money for PR) and way too little money defending their brands with advertising after they have been built.”

“Creating a brand and defending a brand are the two major functions of a marketing program. PR creates the brand. Advertising defends the brand.”

“Advertising has lost its power to put a new brand name into the mind. Advertising has no credibility with consumers who are increasingly skeptical of its claims and, whenever possible, are inclined to reject its messages.”

“Publicity provides the credentials that create credibility in the advertising. Until a new brand has some credentials in your mind, you are going to ignore its advertising. You need to manage both public relations and advertising properly if you are going to be successful in building a brand. The general rule is: Never run advertising until the major publicity opportunities have been exploited.”
[PRINTER FRIENDLY VERSION]