Perkhidmatan Tempahan Akhbar Antarabangsa dan Vietnam

This article provides a comprehensive and in-depth analysis of the two most effective communication methods on online newspapers today: press PR and advertising. The content will delve into the definition, compare the core differences, explore the strategic importance, and introduce popular forms of press booking.

In particular, the article will analyze in detail the factors affecting costs, provide reference quotes in major newspapers such as VnExpress, Dan Tri, and Vietnamnet, and outline a professional implementation process. The goal is to equip businesses, marketing managers, and individuals in charge of communications with a solid knowledge base to make informed investment decisions, optimize efficiency, and build sustainable brands.

Press PR and online advertising: Definitions and core differences

In the context of digital marketing, brand promotion on electronic newspaper platforms has become an indispensable strategy. However, many businesses are still wondering about the difference between press PR and electronic newspaper advertising. Understanding the nature of each form is the foundation for building an effective and targeted communication campaign.

What is electronic newspaper advertising?

Online newspaper advertising is a form of "selling" a business's products and services on online media channels by paying a fee. With advertising, businesses have full control over the message, image, time and way that message is conveyed to the public. The advertising content is highly commercial, designed to impress and persuade customers to take a specific action, such as making a purchase, registering for a service, or visiting a website. The writing style of the advertisement is often strong, concise and direct, using call-to-action slogans (CTA) such as "Buy now", "Act now" to stimulate customers.

What is press PR?

PR (Public Relations) in the press is an activity to build trust and brand image in a subtle, indirect way, through reputable third parties such as press and media agencies. Unlike advertising, PR content is not overtly commercial but focuses on providing useful information, attractive stories about businesses, products, or community activities. PR information is often edited and verified by the media, so it is much more objective and trustworthy in the eyes of readers. The main goal of PR is to spread information, create sympathy and build a sustainable reputation, not to promote direct sales in the short term.

Detailed comparison: Advertising and press PR

To see the difference more clearly, these two forms can be analyzed based on the following core criteria:

Despite the obvious differences, the line between PR and online advertising is becoming increasingly blurred. Today, a form of paid PR, also known as advertorial, is very popular. These are journalistic-style articles that provide valuable information but are paid for by the business to be published. This allows the business to control the message it wants to convey, while also taking advantage of the prestige of the newspaper. A smart media strategy should not choose one or the other, but should combine both advertising (to boost short-term sales) and PR (to build a long-term brand foundation) to achieve comprehensive effectiveness.

The importance of advertising and press PR in modern marketing strategy

Advertising and PR are not just communication activities but also strategic investments that bring many important benefits to the development of the business. Effective use of these two tools can help businesses achieve goals from building brand recognition to optimizing technical indicators on the website.

Building a sustainable brand and reputation

PR articles in mainstream and reputable newspapers have the ability to convey messages deeply, penetrate the subconscious of readers, thereby building strong trust for the brand. For newly launched products, appearing in major newspapers helps increase recognition and attract readers' attention quickly. Moreover, press PR plays an important role in protecting the reputation of businesses when facing media crises. A skillfully written PR article can reshape public opinion, strengthen trust and create a lasting positive impression. By integrating brand images into compelling stories, PR helps brands become more approachable and trustworthy.

Reach the right target audience

Modern online newspaper advertising campaigns allow businesses to customize and route ads to specific target audiences, based on reader behavior, interests, and demographics. This helps businesses reach the right group of potential customers, optimize budgets, and increase conversions. Meanwhile, PR creates a widespread ripple effect, helping brands "catch the eye" of customers in a more natural and sustainable way. Advertising plays a role in expanding the recognition funnel, creating a strong first impression of the brand and promotions, while PR plays a more persuasive role and builds deeper trust.

Increase SEO efficiency and quality backlinks

One of the profound but extremely important technical values of press PR is the ability to improve the SEO effectiveness of a business's website. When a PR article is published on major online newspapers such as VnExpress, Dan Tri, or Vietnamnet, the article often contains backlinks pointing to the business's website. These backlinks not only bring a direct amount of traffic from the newspaper's readers, but also act as a huge "vote of prestige" in the eyes of the Google search engine. The domain names of these newspapers have a very high Authority index, so a backlink from here can help the business's website improve its keyword ranking, enhance its reputation and grow organic traffic sustainably. Therefore, press PR is not only a communication tool but also a long-term investment strategy for the health and SEO position of the business, bringing about results far beyond a short-term advertising campaign.

The most popular and effective forms of press booking today

To optimize the communication campaign, businesses need to choose the form of press booking that suits their goals and budget. Currently, there are many types of articles and advertising forms on electronic newspapers that are commonly used.

Booking PR articles (Advertorial, Editorial, Infographic,...)

PR articles are a form of press booking that many businesses prioritize because of its flexibility and ability to convey profound messages. There are many different types of PR articles, each serving a specific purpose:

• Advertorial: This is the most common type of article, the content is provided by the business and written in the form of an article to introduce a product or service. This article provides detailed information and solves the reader's problems in a clever way.

• Editorial: This type of article is more independent, with the journalist himself compiling the content after researching the business. Editorial has high reliability and objectivity, helping to strengthen strong public trust.

• Interview (Interview - Q&A): This form is often used to increase the prestige of business leaders or influential individuals, through sharing their views and experiences on a specific issue.

• Review/Assessment: Focus on providing genuine, valuable reviews of products or services, thereby convincing and increasing customer trust.

• Other creative formats: In addition, visual formats such as Infographic, Gifographic, E-Magazine, Slideshow or Photo Story are also popular. These formats use images, videos and concise text to convey information quickly, attractively and easily shared.

Display Advertising (Banner, Video, Pop-up)

Display advertising is a traditional yet effective way to increase brand awareness. It creates an immediate and visual impact on readers:

• Banner: This is a traditional form of advertising, displayed as static or animated banners in different positions on the newspaper page. When users click, they will be directed to the business's landing page. Banners are especially effective for creating a strong impression of a brand or promotional programs.

• Video: Video advertising, or TVC, helps convey messages in a more vivid, intuitive and engaging way than regular banners or articles.

• Pop-up: A form of advertising that appears as a pop-up window when a user visits a website. Although it can be annoying, pop-ups create instant and effective attention for campaigns that need urgent messages.

Advertising on social media platforms of the press

In the digital age, major online newspapers all have their own social media channels with a huge number of followers. Businesses can take advantage of these channels to promote their products. Popular forms include posting articles and videos on Facebook Fanpage, or videos on the newspaper's TikTok/Youtube channel. This form is especially effective in reaching a young, highly interactive audience and taking advantage of the newspaper's reputation to increase credibility.

Quotation and cost of booking electronic newspaper advertising, PR articles

The cost of booking advertising and PR on electronic newspapers is an important factor that every business is interested in. However, the price is not fixed but depends on many factors. Understanding these factors will help businesses optimize their budget and achieve the desired results.

Reference price for major electronic newspapers

The cost of posting PR articles and advertising on major online newspapers is usually listed according to the price list of each editorial office, but may change depending on the time and incentive programs. Below is a reference price list to help businesses have an overview:

The above prices are for reference only and do not include 8-10% VAT or special discounts. To get the most accurate and preferential quote, businesses should contact directly with press booking service providers.

Factors directly affecting press booking costs

The cost of a press booking campaign is determined by many factors, including:

• Posting position: The more prominent the position, the more accessible to readers, the higher the price. "Hot" positions such as home page, top banner or important categories have much higher prices than normal positions on subpages.

• Newspaper name and reputation: The bigger the newspaper, the higher the traffic, the more prestigious it is, the more expensive the cost. Big newspapers like VnExpress, Dan Tri, Vietnamnet have a huge readership, so the price is also significantly higher.

• Format and Length: PR articles typically have a base price for a standard length and number of images (e.g. up to 600 words and 3 images). Increasing the number of words, images, or using complex formats such as E-Magazine, Video Story, Infographic will increase the cost.

• Display time: Some forms of advertising are priced based on display time, such as anchoring a position on the homepage for 2 hours

Analyzing these factors helps businesses understand that booking price is not just a number, but a strategic consideration. A marketing expert will not only compare prices, but also evaluate the value that each investment brings. Spending 10 million on a reputable newspaper can bring much better branding and backlinks than 5 million on a less reputable newspaper, despite the higher initial cost. Therefore, focusing on long-term goals and value instead of just looking at numbers is very important to optimize the budget.

How much is a reasonable cost for product promotion on electronic newspapers?

There is no fixed number for this question, as the appropriate cost depends on many factors of each business: campaign goals, overall budget, business sector, and competitor strategies. For businesses that are just starting out or have a limited budget, a starting cost of 5-10 million VND can be a reasonable choice to run small test campaigns on reputable newspapers. After measuring the initial effectiveness, businesses can increase the budget and expand the scale. Focusing on the received value (Outcome) such as changes in brand awareness or customer behavior, instead of input indicators (Output) such as number of views, will help businesses make more accurate investment decisions.

Professional and effective press booking process

Press booking is a complex process that requires carefulness and professionalism at every stage. A clear process will help businesses ensure that the campaign runs smoothly, is on target and brings the highest efficiency.

Select the appropriate detector and form

The first and most important step in the process is to identify the right readership of the newspaper to compare with the target customers of the business. For example, a technology brand should choose newspapers with reputable technology sections such as VnExpress Digitalization, while a fashion brand can choose entertainment and lifestyle newspapers such as Channel 14 or Ngoisao.net. Choosing the right newspaper and section will help the article reach the right people, increasing the possibility of conversion. Next, based on the identified goals, the business will choose the appropriate booking form, which can be an in-depth PR article to build trust, or banner advertising to increase immediate recognition.

Preparation and content phase

After finalizing the headline and format, the content preparation stage will determine the success of the campaign. Businesses need to build a content tree and detailed outline, identifying the core message they want to convey. The PR article content needs to be professionally written, with an attractive title, an opening paragraph that solves the reader's problem, the body of the article cleverly integrates information about the product/service, and a sophisticated conclusion with a call to action. In addition to the text content, accompanying resources such as images and videos also need to be prepared with high quality, optimized in capacity and size to ensure the best experience for readers.

Monitor and evaluate campaign effectiveness

Publishing is not the end of a press booking campaign. Businesses need to regularly monitor and evaluate the effectiveness of the article. Metrics to pay attention to include page views, website traffic, and reader interactions on the article. More importantly, it is necessary to measure business performance indicators such as changes in brand awareness, purchasing behavior, or actual sales (Outcome).

The press booking process requires many complex steps from consulting, planning, content production to negotiating with the editorial office and monitoring the effectiveness. A professional agency can help businesses handle this entire process. Moreover, newspaper offices often have the right to edit and modify content to suit their style. An experienced agency will have good relationships and understand these regulations, ensuring that the content is approved and retains the original spirit of the business.2 Therefore, cooperating with a reputable partner not only helps optimize costs and processes but also ensures the quality and transparency of the campaign.