Public Relations vs' Advertising

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Public Relations vs. Advertising

• Whats the difference?

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Public relations activities are more widespread
than advertising

• PR relates to all the communication activities of
  an organization or group
• Advertising is limited to the marketing/sales
  function
• ----------
• Often advertising is a subset
• of public relations

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Public Relations

• Looks after a company, group or individuals
  reputation, with the goal of earning support and
  influencing opinion or behavior
• PR is the planned effort to establish and
  maintain goodwill and understanding between a
  business and its publics

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Advertising

• Advertising is any paid form of
• non-personal presentation and promotion of
  ideas, goods or services by an identified sponsor.

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PR Professionals

• Write press releases and produce newsletters
• Organize news conferences
• Represent their company (i.e., get interviewed on
  TV, give speeches)
• Organize exhibitions and trade shows
• Supervise crisis communications
• Provide training
• Participate in strategic planning
• Set corporate identity

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Advertising Professionals

• Research products and audiences
• Sell advertising
• Buy advertising space
• Write ad copy, copy edit
• Create and design ads
• Create and design ad campaigns

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Here are

• 8 differences

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1. Free Coverage or Paid Space?

• A PR specialist tries to get get free publicity
  and media exposure using news conferences and
  press releases. There are no guarantees of
  successful publicity.
• An ad agency creates and pays for placement of an
  ad. It knows exactly when and where that ad will
  be seen.

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2. No Control or Creative Control?

• The PR professional has no control how the media
  presents the information or if the information is
  used at all.
• The ad agency pays for the space it wants and has
  control of what goes in the ad.

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3. Shelf Life?

• PR exposure (press release, news conference) on a
  topic generally happens once.
• An ad can run over and over and over, as long as
  you want.

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4. Consumer Savvy?

• When someone reads an article about something
  promoted by a PR professional, it is viewed
  differently than a paid ad. It looks like an
  endorsement (or even news), thus creates
  credibility.
• Consumers know advertising is trying to sell them
  something.

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5. In Public or In-House?

• PR professionals interact with the media and
  develop a relationship. They are in constant
  touch with publications and broadcast media.
• At an advertising agency, the main contacts are
  co-workers, unless youre in sales.

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6. Selling an Editor or to the Public?

• A PR professional must have an angle to hook
  editors to get them to use the information or
  cover the event
• An advertising professional is looking for the
  right target audience and advertising to that
  audience.

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7. Much Contact vs. Limited Contact with Public?

• In PR, you are visible to the media through your
  writing and speaking. Sometimes you have to
  explain unpleasant subjects and put a spin on
  them.
• Copywriters, researchers and graphic designers in
  an advertising agency may not meet with clients
  at all. (However, account executives do have
  contact with the clients.)

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8. News Style or Artistic Style?

• In PR, you need a nose for news, to generate
  buzz through that news, and write in a
  no-nonsense news style.
• In advertising, you exercise your creativity in
  creating ad campaigns and materials. You get to
  write like this
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