Discuss in detail why differentiating between news media and advertising media is essential to an understanding of MPR

What will be an ideal response?

MPR functions are defined as public relations activities carried out to support a firm's marketing objectives. MPR's purpose is to generate interest and excitement in a product in addition to or in lieu of advertising efforts. In either case, MPR is designed to create news about products, draw consumers' attention to products and build brand awareness by influencing the influencers - connectors both in the media and other outlets - who can provide consumers with a reason to buy.

MPR professionals pitch stories to the media and other connectors in an attempt to convince these connectors of the newsworthiness of their stories and their ultimate utility to the connectors' audiences - the marketer's customers.

There are distinct differences between MPR and other elements of the promotional mix. MPR programs, like most public relations efforts are organized and implemented by the firm, and control of the company's message is typically handed over to connectors, who filter the message through to their audiences with varying degrees of commentary and endorsement. The information conveyed by a connector may or may not be favorable to the firm, and the scope of the relationship between a marketer and a set of connectors will differ according to the needs of each communication effort.

Advertising campaigns are usually handed over to outside agencies that develop costly communication programs over which a firm has substantial control. This control derives from the fact that the messages created as part of the campaign are placed in various media for a price. In other words, advertising messages are paid for, MPR messages are not.