Knowledge Base

How does public relations differ from advertising?

14d ago | By: FDS

Public relations (PR) and advertising are two separate disciplines of communication that have different goals and approaches. Here are the key differences between public relations and advertising:

Objective: Advertising has the primary objective of promoting products, services or brands and increasing sales or awareness. Public relations, on the other hand, focuses on building and maintaining a positive relationship between an organization and its target audiences, including the public, media, and other stakeholders.

Control over the message: in advertising, the sender has full control over the message being conveyed. The advertising message is developed and targeted by the company. With public relations, on the other hand, the sender can influence the message but cannot fully control it. The media and the public have some say in how the PR message is interpreted and disseminated.

Trustworthiness: advertising is often perceived as a commercial message and may be viewed as less credible by the target audience. Public relations, on the other hand, aims to build credibility by presenting information and stories in a way that is relevant and interesting to the public.

Cost: Advertising often requires significant financial resources, as companies must pay to place ads or commercials. Public relations are usually more cost-effective, as they aim to generate positive coverage through targeted media relations and relationship management.

Control over placement: advertising can be placed selectively, whether in print media, television, online platforms or other channels. With public relations, on the other hand, the decision about where to place the message rests largely with the media and journalists. The PR message may appear in articles, interviews or other editorial content.

Although public relations and advertising have different approaches, they can also work together to strengthen a company's overall communications strategy. Often, the goal is integrated communications, where PR and advertising are aligned to deliver a consistent and effective message to the target audience.

Like (0)