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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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“I could not let the morning pass without sending a note of thanks to you and your incredible team for all they have done to put Island Harvest on the map!!! After all, NEWSDAY front cover, NBC, NEWS 12, and all the others all in one day? You have an incredible team, Roy. Thanks for sharing them with Island Harvest.”
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