How Public Relations is different than Advertising
So often lines are blurred when it comes to Public Relations and Advertising. While the two certainly overlap, there are distinct differences that determine how and when you should use them in your communications strategy.
A solid plan can and should have elements of both, but it’s important to understand their unique roles and seek out different professionals to represent each one to ensure you’re not using Advertising to solve a Public Relations problem or vice versa. Take a look at our simple, but helpful overview of these two industries.
Public Relations is…
Public Relations is also referred to as earned media or earned placement. You don’t pay for the specific placement of content, but there are other costs associated with issuing media relations and content creation that often comes in the form of paying a PR professional to create and disseminate this for you. However, compared to true advertising costs for the same size placement, PR is often a much more cost-effective option.
Viewed as objective
The goal of Public Relations is to garner earned media such as a newspaper article or news segment based upon the information you share in your media advisory or press release. Ultimately, it’s the media outlet producing this content for you, with their byline. As a result, readers or viewers often see this content as more objective (as objective as media can be, right?) than paid advertising which gives it trust and credibility.
Not always in your control
And while free and credible content are both great aspects of Public Relations, it’s important to remember that on the flip side, you are not in full control what’s written about you. Issuing a press release doesn’t mean a reporter will choose to republish every last detail you include. A good PR professional will carefully monitor how the media interprets your story and quickly react if there’s anything inaccurate or undesirable.
Most obviously, Advertising costs money. You buy placement when you want it and how you want it. Every media outlet has their own department of sales reps to accommodate this very industry. They are constantly putting together new and enticing ad packages to get businesses to “pay for play.”
Viewed as subjective
Your audience will almost always know that an advertisement is paid placement. In a magazine, articles are marked as “advertisement” or “sponsored content.” On TV, a commercial spot is obviously different from a real news segment. Regardless of how truthful your ad is, your audience will view it with a bit more skepticism because they know you paid for placement and can (generally) say whatever you want.
In your control
Because you pay for specific placement of specific content, Advertising is a lot more controlled than Public Relations. You know exactly when an ad or story will run and what it will look like or say. Although the price of placement can be steep, you fully control your message.
Do you work in either the PR or advertising industry? What other differences would you say are most important?