PR-supported cause-related marketing It’s probably fair to say that more cause-related marketing campaigns are supported by public relations than by advertising. This is a sophisticated audience so there’s no need to detail the differences between advertising and public relations. Suffice it to say that while PR has greater credibility, it’s challenging to get the frequency using PR alone that you can get with advertising. Advertising offers frequency, but it can certainly be expensive and it’s less credible than PR. Illustrated is an example of PR-supported cause-related marketing undertaken by RoyalPhilips Electronics to promote products like their OnSite Heart Defibrillator at the Sundance Film Festival in Park City, Utah. Park City is very easy to get to and has a number of charms besides natural beauty and first-rate skiing. And so the Festival draws a lot of celebrities and a fairly chi-chi crowd. As a result when you watch Entertainment Tonight or Access Hollywood or any of ...
Dedicated to highlighting and dissecting the best and the worst cause marketing promotions and campaigns.