Articles > PR – Advertising: What’s the difference?
PR is often confused with advertising by those unfamiliar with how PR works. Both are part of the marketing mix used to influence opinion and behaviour, but that’s where the similarity ends. Our attention may be caught by the flashy car ad – but it’s to the reviews we turn to find out what the car’s really like. Essentially, advertising lets you blow your own trumpet – PR gets others to do it for you.
Here’s a summary of the main differences between the two:
Advertising
- 100% controlled by the advertiser
- guaranteed to appear in return for payment
- regulated
PR
- directed rather than controlled by the instigator
- not paid-for – so no guarantees it will be published or broadcast
- not regulated
How PR works
We tend to trust editorial much more than advertising – who wouldn’t? PR works by persuading others (usually journalists) that something’s worth writing about or suitable for broadcast on its own merit – and not in return for payment. This is why, when it comes to credibility, PR will trump advertising every time when it’s done well.
However, in comparison to the cast-iron guarantees that advertising offers, PR can be incredibly frustrating when things don’t go to plan. The interview with the CEO doesn’t appear because the editor chooses another story or runs out of space. Or they run the interview and misspell the company name. This is where persistence and building relationships with the media pays off, because it takes time to create understanding. It’s because of this that PR works best when undertaken over a period of time.
When to choose PR
A business that wants to increase its profile, has a new product or service to launch or simply wants to keep in front of its customers rather than leave it to the competition, should consider using PR. Journalists thrive on information and facts, so make sure you have plenty to give them. It’s no good hiring your PR specialist and then be reluctant to provide the information they need (it does happen!). Also be prepared to commit a realistic budget. It’s true that PR often costs considerably less than advertising, but it’s still an activity that requires commitment over a period of time if you are to reap the benefits.
When to choose Advertising
Advertising has its place – and a very powerful one at that. You not only get to control the content, but when and where your ad will appear too. If you have the budget, advertising will be guaranteed to run and sometimes that is what is needed.
It’s worth considering other forms of advertising too, such as sponsorship (which can be sometimes classed under PR activity) and advertorials. Advertorials are a half-way house between advertising and PR. I must admit I personally don’t like them, as they are often poorly done, expensive and can lack both credibility and impact.
PR + Advertising: the killer combination
Often businesses treat PR and advertising as totally separate activities, which misses an important trick. As I explained, they do work very differently, but when linked they can amplify the impact of each other. Three steps to consider:
- brief both PR and advertising agencies as close together as you can
- ensure close collaboration between your chosen agencies to build the creative link and encourage communication
- create a schedule to ensure the PR appears as the advertising breaks
Very interesting and informative.