The disciplines of public relations and advertising are often thought of as being the same thing. However, this is not the case. They are similar in that they both aim to reach a target audience with a positive message, but using these concepts interchangeably doesn’t appreciate the primary goals of either discipline.
The exchange of goods and services, especially in today’s market, is highly dependent upon the relationship between sellers and buyers. Controlling the dynamic between sellers and their consumers, or audience, is crucial to the success of an individual, brand, or company. Both parties should feel satisfied by the exchange, leading to a strong relationship between the seller and the audience. It is only after a strong bond has been developed that a company, brand, or individual may see major success. So, how is this done? Both advertising and public relations play a major role in facilitating growth, but they do so through utilizing different strategies and objectives.
What is Advertising?
Advertising is essentially the information you put out there about yourself. This might include social media or blog posts, as well as information about your business or services. If you want to share details about your business directly to your target audience, advertisement would be the way to go, as further approval would not be necessary. As long as you can provide the funds and resources required, you can express your message to your heart’s content through advertisement.
What is Public Relations?
Although similar to marketing, in that it relays a message to an audience, public relations (PR) has more to do with what others have to say about you, your company, or a brand. PR has no monetary cost, but it does require some time and effort.
Public relations is arguably more valuable than advertisement, as it is much more difficult to obtain. PR depends on whether your target audience perceives some value in your message, in other words, your message must go through an approval process. If some other individual or brand decides to endorse your message, they will do so in the form of positive PR.
Public relations can come in many different forms, but more often than not, you will be asked to participate in the promotion of your work or message. PR can be the time or space you are given to share your message on a forum, website, or other social media outlet. You may also be invited to write an article or blog for publication. The invitation alone would signify that your work is useful and relevant to the publication, and its audience will likely respect your message. PR may also come in the form of an interview with media outlets. These interviews are essential opportunities to get your message heard by a potentially new audience.
Traditional publicists aim to get you coverage in newspapers, magazines, television, radio, online outlets, blogs, and podcasts. In this case, you would be considered a “guest” of another outlet, and your work would be shared with this outlet’s audience.
Some public relations do not depend on your participation, such as when an outlet simply mentions you or your product. For example, I’m sure we’ve all heard a celebrity or influencer mention a product or service in their daily lives. It’s bound to happen, but when it does, the results can be impressive. Although they are not paid to endorse the product or service, the celebrity acts as a spokesperson and generates tons of PR for a company, individual, or brand.
Comparison of Public Relations and Advertising
Although both disciplines help to inform an audience about a product or service, public relations and advertising should be considered and appreciated as separate strategies. Public relations has been shown to be highly valuable as it depends on what other people say about you. While advertisement is essential when you have something to share about yourself.
The key difference is obvious: PR offers reliable, positive endorsement that advertisement cannot facilitate. Whether you’re invited to write on a forum or participate in an interview, or your work is written about by another outlet, this gives your product or service credibility and respect from an audience that you may not have been previously able to reach.
Think of it this way, I could spend my life’s savings buying billboards and newspaper ads telling everyone about something I feel passionate about, take my local pizza restaurant, for example. People may see my advertisements and try the restaurant, they may even agree that it’s a great place to eat family dinners. However, let’s say a food critic comes in and raves about the pizza restaurant in his well-known publication. This would be a much more credible source of information for a larger audience; therefore, PR would do more for the restaurant than my billboards and newspaper advertisements ever could!
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