While doing some research, we stumbled upon a wonderful quote that states, "
Advertising is what you pay for, publicity is what you pray for." Now this is a cute and simple way, to sum up the difference between advertising and PR — but let's take a deeper look at this.
Read on as media update's Saads Abrahams takes a look at the key differences between PR and advertising.As a PR pro, there is a lot that your job entails, and many people can be confused as to what the difference is between publicity and advertising. So, let us take a look at the key differences, shall we?
What is PR?
Public relations is a
strategic communications tool used by brands to build a positive brand image within the public eye. The main goal of PR is to
create a trust-based relationship between the brand and the consumer.
What is advertising?
Advertising is more of a
one-way street between the product / service and the customer. Adverts have
one goal: to sell. Adverts can also only last as long as the brand's budget allows.
Instant gratification versus long-standing relationships
Advertising
creates a need for a product or service that a brand is selling. So, the goal then becomes, "
How do we make this look like something that our audience needs?" On the other hand, PR looks at how we can make this
brand be
something that everyone needs.
PR works through connections that are built within the foundation of a brand and not just the end product or service.
Paid for versus earned
The
biggest difference between advertising and public relations in media is that one you
pay for and the other
you earn. When it comes to advertising, your budget plays the biggest role. You also leave your work in the hands of the people who are meant to place your adverts.
Good PR, however, cannot be bought. As a PR professional, your job is to ensure that the brands you represent are
connecting with their audiences and making sure that the brand is being shown in the best and most transparent light possible.
So as a PR when you approach a brand or company and they respond with, "
We do not need a PR at the moment; we are happy with our current advertising agency," you can explain the following to them: Good PR
gets you invited to speak on the radio, while advertising
makes you pay for a small ad spot on the radio.
Always published versus in the hands of the people
With an advert, brands
get what they pay for. What the advertising agency creates depends on your budget. Where you want the advert to be placed — be it TV, radio, a website or a billboard — all depends on your budget, and it will
definitely be placed exactly where you paid for it to be.
However, with PR you have to create the press releases and send them out to multiple sources. You also have to inform the media outlets that the brand is available for interviews.
This then leaves your work to
hopefully be published by third parties, or hope they are interested in
conducting interviews with the brand's spokespeople.
Angled versus authentic
People look at an advert with a
hint of scepticism; this is because what is being promoted in the advert comes recommended by the company itself — and it is paid for. This means that it will
always be positive or biased.
PR, however, gets through to the audience from a third-party media source; it comes with a huge amount of
credibility because it was not exactly paid for. Because of this, PR is seen to hold much more weight over advertising, as
word of mouth or genuine endorsement from a third-party source is seen as more valuable.
Better together
Despite the differences,
advertising and PR work hand in hand, making sure that the right target audiences are being exposed to the brand. Good PR leads to successful adverts and vice versa.
What are your thoughts? Let us know in the comments section below.
*Image courtesy of
Canva