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I am launching a new business in Cork and am wondering whether to invest in direct advertising or PR. Our budget is limited so we need to get the best value possible?

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I am launching a new business in Cork and am wondering whether to invest in direct advertising or PR. Our budget is limited so we need to get the best value possible?

Before starting, the vital question to answer is ‘what are you trying to achieve?’, and the answer will determine the best route to go. It is vital to have clarity on the respective roles of direct advertising and PR, especially when budgets are tight.

The major difference between these two marketing tools is control. How much control do you need in order to get your target customers engaged and buying from you, and to meet your revenue targets? In deciding how to proceed, you need to have a good understanding of how the purchasing process will work from the customer’s perspective. PR can be very effective in helping to create an atmosphere or a feeling about the firm or the product, in a sense setting the scene for the advertising and selling activity in a way which raises customer receptivity. However advertising is more proactive in getting specific focused messaging and a call to action to the potential customers you want to reach.

Answered by

Tom Trainor

Useful Links

Business
1. Business and Leadership
  Ireland's leading online source for breaking business news from Ireland and the world; plus analysis, features and interviews with the decision makers and thought leaders.
2. Companies Registration Office
  The Companies Registration Office is the central repository of public statutory information on Irish companies and business names.
3. Endeavour
  Endeavour is an intensive global launch pad for entrepreneurs. It is targeted at ambitious, high achievers who are totally focused on changing the business space they are about to enter. They need not necessarily have been in business up to now, but will have proven themselves as achievers in their career or some other aspect of their lives.
4. Irish Franchise Association
  The Irish Franchise Association promotes the development of franchising in Ireland through exhibitions, seminars, newsletters, awards and networking.
5. Irish Internet Association
  Established in 1997, the Irish Internet Association (IIA) is the professional body for those conducting business via the internet from Ireland. The IIA provides leadership to enterprises and society conducting business in Ireland.
6. Irish Patents Office
  The Patents Office provides an efficient and effective system of industrial property protection through the implementation of the relevant legislation.
7. Revenue Commissioners
  Provides information on Irish tax and customs.
8. Social Entrepreneurs Ireland
  Social Entrepreneurs Ireland aims to encourage and support the development of social entrepreneurship in Ireland. Its mission is to promote social entrepreneurship by fostering the early stage development of a new generation of social entrepreneurs and by actively working in conjunction with the business, third level, public and voluntary sectors to support the development of a new social entrepreneurship movement. 
Education
1. FÁS
  Ireland's national training and employment authority
2. M50 Enterprise Programme
  The M50 Enterprise Programme is an enterprise support programme provided in partnership by four higher-education institutions located in the M50 economic corridor.
Funding
1. AIB Business Banking
  Details of AIB's business start-up package.
2. City and County Enterprise Boards
  CEBs provide direct grant support to new and existing enterprises and promote entrepreneurship, capacity building and women-in-business at local level.
Networking
1. Plato Ireland
  Plato Ireland is a confidential business support forum for owner managers of SMEs.
Support
1. BASIS - Business Access to State Information and Services
  This website has been developed in order to provide business with a single access point to all government information and services.
2. Enterprise Ireland
  Enterprise Ireland is the government agency responsible for the development and promotion of the indigenous business sector.
3. InterTradeIreland
  InterTradeIreland has been given responsibility by both governments to boost North/South economic co-operation to the mutual benefit of Northern Ireland and the Republic of Ireland.
4. Shannon Development
  A government-owned regional development company dedicated to promoting and developing the Shannon Region.
5. Synergy Centre
  Synergy Centre at ITT Dublin is the innovation centre of South Dublin County, providing office space and business supports to early-stage enterprises.
6. The Health and Safety Authority (HSA)
  The Irish state-sponsored body with responsibility for securing safety, health and welfare at work.
7. Údarás na Gaeltachta
  Údarás na Gaeltachta is the regional authority responsible for the economic, social and cultural development of the Gaeltacht.
8. Young Entrepreneur Programme and Awards
  The Young Entrepreneur Programme is dedicated to illustrating the validity of entrepreneurship as a career choice, helping to identify, inform, recognise and celebrate Kerry’s next generation of business leaders - and their educators.
Technology
1. Digital 21
  Digital 21 is a campaign to highlight the imperative of creating an action programme to secure the digital infrastructure and services upon which the success of the Irish economy depends.
2. Gadget Republic
  A great guide to all the latest gadgets and gizmos!
3. Silicon Republic
  Ireland's technology news service, winner of ‘Best Technology Website’ Award at the Realex Irish Web Awards 2009
4. Tibus
  eBusiness solutions provider encompassing web design, web app development, networks infrastructure, hosting and broadband provision.

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I am launching a new business in Cork and am wondering whether to invest in direct advertising or PR. Our budget is limited so we need to get the best value possible?

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