An efficient enterprise marketing activity is inseparable from the integrated marketing communication means. Public relations and advertising are regarded as the most important tools for enterprise marketing communication.

However, in the practice of marketing communication, we often find that: for advertising and public relations, many enterprises often face the dispute of non Yang Jimo's faction line.

The view of the "sway" looks like "practical and efficient": only by attaching importance to advertising can enterprises play a direct role in promoting the marketing of enterprises.

The other group is fiercely opposed and believes that it is now the age of "public relations first, advertising second", and public relations are the commanding masters of corporate marketing and communication activities.

Let us temporarily abandon the public relations and advertising door to door struggle - after all, the two are actually brothers of the same family: whether public relations or advertising, in essence, they are responsible for the communication between enterprises and consumers, all of which are the concept of brand marketing.

The difference is that advertising is a one-way communication between enterprises and the public, and the public relations emphasize on the two-way communication between enterprises and consumers.

Public relations achieved fairness and objectivity through the third party, and established a reputation.

Advertising, through strong communication, star effect and concept creation, drives consumers to take out their purse in impulse.

Therefore, we can predict that in the era of new media led brand communication in the future, the characteristics of public relations determine its importance, more in shaping and maintaining a good brand reputation, and advertising is more likely to be used for direct profit making.

This is not a simple characterization of public relations and advertising.

However, because of the different characteristics of advertising and public relations, in many aspects of marketing communication, many enterprises will use these two means differently: the advertising force is fast and significant, but the forms and channels are single, and it is difficult to achieve the purpose of comprehensive communication with consumers, and the cost of communication is relatively high. The force of public relations is "moistening things silently". Although the effect is not as fast as that of advertising, it is more inclined to "attack the heart" and relies on the control of the overall strategy of the enterprise. It often requires high quality news planning to fully create and maintain the brand image. It is also because its publication is achieved through the news reports of the media, and its performance price ratio is often higher.

Of course, in today's increasingly complex business environment and increasingly fierce market competition, the marketing communication of enterprises should also be "soldier's impermanence".

The public relations method is good, and it can also help push sales forward. Take a look at the spread of Fu Mei Lai automobile.

In the same year, when the Hainan auto company just launched the Fumei Lai car, it had a headache for marketing and promotion. The model seemed to have no special highlights, and the promotion cost was also difficult. Finally, they chose the form of public relations to obtain 42 kilos of publicity effect.

How do they do this? They provide a new idea and new term for the news media: packing the beauty of beauty into the "new three things" that is the same name as Elantra and Excelle at that time.

In the old three (Jetta, Fukang, Santana) known for the situation, "new three" noun quickly accepted by the media and the market.

This is the proof that public relations play a similar role in advertising.

A better company is like a smart swordsman, "no sword in the eye" or "no sword in the heart". There are no public relations and advertising sectarian views, and the use of various marketing tools is dazzling.

Coca-Cola is a particularly respected marketing expert.

Coca-Cola is good at making beautiful names by means of public relations.

It relies on the story of a so-called "mysterious recipe" to continue to write a century old legend.

At the same time, Coca-Cola is also a master of advertising operation.

It has been able to hold the global beverage world for a long time, and a series of advertisements about Santa Claus have been very impressive. The image of Santa Claus we know today is created by Coca Cola Co.

During World War II, Coca Cola Co declared to the public that there must be Coca-Cola with allied forces.

With the gradual progress of the world's anti fascist war, Coca Cola Co has also realized the layout of globalization. Coca-Cola is in harmony with human justice. Coca-Cola is also winning with victory. This is an exciting brand building. In recent years, Pepsi Cola has been pressing ahead with Pepsi's strategy to seize the young people's market and create a fashionable brand image. Coca-Cola, through joint efforts with World of Warcraft, the most appealing game among young people, has offered public relations, advertising and promotional marketing fuses to fight off Pepsi's attack in one fell swoop.

Therefore, a brilliant marketing person should skillfully use public relations and advertising to achieve the goal of marketing communication: create and maintain a good reputation by means of public relations, and stimulate consumers' desire to buy and get rich profits by means of advertising.

If the two can be combined, will marketing people be able to "gain fame and wealth"?