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Public Relations vs. Advertising
One of the essential differences separating Public Relations and Advertising is money. Aha, you say, it always comes to that. Yes, unfortunately everything in business usually does… in this case, not only with respect to the relative cost-effectiveness of Public Relations as compared to Advertising, but also in the role money plays.
In Advertising, the space in which you deliver your message is bought and paid for, thus entitling you to say just about anything you want (within the confines of good taste, FCC regulations and liability law). In Public Relations, the medium for your message is free publicity. Because the media platform comes without direct cost, you are reliant upon the discretion of the editor to grant the space for your message and to treat that story with respect and accuracy.
That’s a tall order requiring a hefty leap of faith for the uninitiated. But the value of the third-party credibility that comes with publicity makes Public Relations a necessary and highly desirable component of the communications mix for most companies and organizations. When handled by experts experienced and qualified in the subtleties of working with the news media, publicity can be one of the most influential tools in your branding campaign.
It is also important to recognize that publicity is just one of the tactics that constitute the seasoned Public Relations arsenal. Media can take many forms in addition to news reporting, such as special events, get out the vote campaigns, trade show promotions or a host of other activities that create channels of communication with your target audience(s).
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“Harrison Leifer DiMarco Public Relations is our public relations and marketing office. They not only handle all of our global publicity and press events, they re-engineered our Web site, produce our annual report, and generally take care of anything and everything we need. They are an indispensable part of our team.”
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