“Today you build brands with PR, not advertising,” say Al and Laura Ries in their book ‘The Origin of Brands’ (for details visit www.ries.com).

Editorial has credibility because it is a third party endorsement, a form of word of mouth. It is perceived as unbiased because the source has no vested interest.

People are also more likely to take notice of editorials than advertisements.

The high costs and diminishing credibility of advertising is driving businesses towards generating positive media publicity to build and maintain brand awareness.

“Next to cash flow, positive publicity rules,” USA-based ‘Branding Diva’ Karen Post says in her book ‘Brain Tattoos: Creating Unique Brands That Stick In Your Customers’ Minds’ (for details visit www.brandingdiva.com).

“For decades, paid advertising buys drove many a viscous brand. Today the pendulum has shifted.”

For more details on how to use publicity as a branding tool, contact Chelsea McLean by email chelsea@chelseamclean.com.