Know-How Exchange : Advertising/PR

Dear rychalskyj,

My general rule on this kind of thing is as follows:

If it costs you money, it's advertising. If it comes to you
via your good deeds and works, or if it comes to you because it's based on some aspect that's deemed appealing enough to pass on to other people by a third party (such as an editorial or a radio spot that you've had little hand in or that's gained viral status in some way) it's PR.

I read some time ago that advertising is what you pay for, PR is what you pray for.

I hope this helps.

Gary Bloomer
The Direct Response Marketing Guy™
Wilmington, DE, USA

As someone who works in PR, I'm inclined to think that what you've described is more word of mouth promotion than anything. You're working to get the word out through people who would have interest in your business, but you're not paying for it, nor are you working to establish or maintain your reputation with this communication.

Why does it matter what it's called? If it's a good idea and it works, you can call it "Marilyn." It doesn't matter.

Unless you already have a relationship with guidance counselors, you're going to have a hard time making your plan succeed. Why should they recommend your website? What makes your website the clear best choice for their needs? Rather than trying to push your message to them, have you contacted them directly (by phone or face-to-face) to better understand their needs, how/when/why they refer students, and their go-to resources they already use? That will allow you to understand how to position yourself as the "better choice".