Remind me why PR isn’t advertising?
More than once that someone outside my work related contacts has asked me to explain the difference between true-blue public relations and advertising. To many who aren’t skimming the twitter-posted PR/marketing articles everyday, the two industries may seem fuzzy. It’s always good to go back to the basics, so here’s a little refresher course, inspired by Entrepreneur.Com to clear things up, and tell you why PR kicks advertising ass – to be blunt.
Public relations is actually the opposite of advertising… let me tell you why.
Advertising is pay to play. You pay to have your message placed in a newspaper, TV or radio spot.
PR is not. The article that features your company is not paid for. The reporter focuses on your company as a result of information he/she received and researched.
Publicity is MUCH more effective than advertising. Because..
- It is more cost-effective than advertising. Even if it is not free, your only expenses are generally phone calls and mailings to the media.
- Publicity has greater longevity. An article about your business will be remembered far longer than an ad among many.
- Publicity reaches a greater audience. Your story may receive national attention – spreading word about your company all over the country. Would an ad do that?
- Publicity has greater credibility with the public than advertising. Readers feel that if an objective third party is featuring your company, you must be legit! You’re not simply handing out cash for a highly circulated magazine to say you’re great.
And that’s why I work in PR, not advertising. Much more strategic, don’t you think?
Agree, disagree? Let me know with a comment!
