| | Strongly Agree | Agree | Neither Agree Nor Disagree | Disagree | Strongly Disagree | Rating
Count |
|---|
| The pharmaceutical industry should develop voluntary guidelines for PR to parallel the guidelines it has developed for DTC advertising | 25.0% (9) | 50.0% (18) | 13.9% (5) | 11.1% (4) | 0.0% (0) | 36 |
| There is a danger that use (or abuse) of PR by pharma in support of its products (as opposed to PR in support of the industry's image) may come under government or media scrutiny musch as has DTC advertising | 25.0% (9) | 66.7% (24) | 5.6% (2) | 2.8% (1) | 0.0% (0) | 36 |
| PR Is Credible because it relies on stories told by trusted, unbiased third parties like the media, whereas Advertising Lacks Credibility because it’s the self-serving voice of a company anxious to make a sale. | 19.4% (7) | 25.0% (9) | 19.4% (7) | 16.7% (6) | 19.4% (7) | 36 |
| PR is Verbal, whereas Advertising is Visual | 16.7% (6) | 13.9% (5) | 8.3% (3) | 30.6% (11) | 30.6% (11) | 36 |
| PR Builds Brands, whereas Advertising Defends Brands (Cheerleader Role). Only after PR plants the "new idea" in the minds of audience should advertising take over. That is, PR first, advertising second. | 11.1% (4) | 33.3% (12) | 5.6% (2) | 27.8% (10) | 22.2% (8) | 36 |
| PR Reaches Somebody Who Counts, whereas Advertising Reaches Everybody | 11.1% (4) | 22.2% (8) | 13.9% (5) | 33.3% (12) | 19.4% (7) | 36 |
| PR is Inexpensive, whereas Advertising is Expensive | 13.9% (5) | 22.2% (8) | 22.2% (8) | 19.4% (7) | 22.2% (8) | 36 |
| PR is Creative, whereas Advertising is Uncreative; creative means “original.” But advertising should not be original. Its role is to reinforce ideas already planted in the mind with PR techniques. | 5.6% (2) | 2.8% (1) | 25.0% (9) | 33.3% (12) | 33.3% (12) | 36 |