几乎在各个层面,通过公关启动一个品牌与用广告推出一个品牌的方式恰好相反。在过去,几乎每个新品牌都会用大投入的广告来启动。在当今的媒体环境中,这可不是一个好主意。广告的费用很高,而可信度并没有与之成正比,这尤其体现在新品牌身上。很多最成功的新品牌都是用公关来启动的,例如谷歌、Facebook、Snapchat和推特。如果不投放任何广告,需要做什么改变呢? Almost at all levels, the way to launch a brand through PR is the opposite of the way a brand is advertised. In the past, almost every new brand started with a large investment in advertising. In today’s media environment, this is not a good idea. Advertising is expensive, but credibility is not directly proportional to it, especially with new brands. Many of the most successful new brands are started with PR, such as Google, Facebook, Snapchat and Twitter. What do I need to change if I do not run any ads?