[Tips]article What Type of Exposure is Best for Your Business?
When it comes to terms like marketing, advertising, public relations and social media, it is all too common to see them used interchangeably, though each has its own unique attributes.


Marketing is implemented to create value for target consumers to meet defined objectives of the organization. Advertising, public relations, and social media all fall within the realm of marketing, but each entails a different approach toward achieving the desired result. In order to identify the approach best suited to a company’s needs, one must first understand the difference between these four activities’ forms of communication:

What is Marketing?
Marketing is the process of creating, communicating and delivering value to consumers. Defining a marketing strategy is essential; this step allows an organization to decide how to allocate their resources in the way that is most effective toward meeting the company’s business goals. Marketing a product or service involves identifying the competitive advantage and using this to satisfy a need for consumers. Essential for the success of any business, effective marketing is what makes a product or service stand out from its competitors, and is no easy task. It involves an understanding of the marketing industry itself, in-depth research, statistics, knowledge of the media and consumer behavior, and the ability to develop an effective strategy. Not every individual or business will be up to these tasks, in which case it may be a good idea to consult with a marketing firm that can handle the details for you.

What is Advertising?
Advertising focuses on the product itself, with the goal of persuading consumers to purchase a product. Advertisements are visually (or audibly) attractive placements planned and paid for by sponsors, then strategically presented in the media, including everything from traditional magazines and television commercials to banners and billboards. Unlike editorials (see “Public Relations” below), advertising guarantees media placement and, if opted for, will be repeated per the business’ preference. Businesses looking to create a strong brand image or extremely consistent exposure may lean toward advertising as their choice outlet.

What is Public Relations?
Public Relations is defined as the management of information flowing between an organization and the public. Businesses typically hire a public relations specialist when seeking to gain increased awareness and/or image control through editorial-style exposure (an editorial is an article or broadcast based on interest and opinion, rather than a purchased advertisement). If you are considering hiring a PR firm, first decide whether your business has “PR legs.” Would the media ever choose to cover your business? If unsure, try your hand at monitoring the editorials of magazines, newspapers, television and radio to see if it seems like your business could produce a story as seen on these media outlets. Still unsure? Don’t hesitate to consult with a public relations specialist or firm (such as Alternative Strategies) to learn more about what they are capable of doing for your company.

What is Social Media?
Social Media is one of many marketing tools, but has grown so exponentially in recent years that it seems to have taken on a niche of its own. Social media is the use of the Internet to create a dialogue between a company and its target audience. Most social media platforms, such as leading Websites like Facebook and Twitter, are free to use and easily accessible to most consumers. However, social media accounts must be updated frequently to remain relevant to your company’s audience, and this can cause stress to many businesses. Individuals, as well as all size businesses can benefit from social media, but when it becomes too much to manage on one’s own, or if a business simply needs help strategically increasing interaction with its target audience, it may be time to consider hiring a social media specialist. How much will that cost you? Consider your options.

When it comes to promoting your business, there are many ways to increase exposure and ultimately, gain a successful edge above your competition. The avenue(s) you choose depend upon your company’s needs, your budget and your goals for growth. Trust a professional to determine what channels of exposure are right for you.