There is an old adage that says that “Advertising is what you pay for while publicity is what you pray for.” The differences between advertising and PR are quite simple. However, the constantly growing social media popularity has blurred the lines between PR and advertising. Both advertising and PR help to establish brands and reach out to target audiences. However, there are several differences between the two departments as discussed below.
Advertising is a paid medium
The first and major difference between advertising and PR is that companies must pay for advertising space while outcomes of PR are earned by offering information to the media through pitches and press releases. For instance, a company must purchase an online banner ad space, but can pitch a story to a news outlet. In simple terms, advertising is paid for while PR is earned.
Advertising & PR target different audience groups
The second difference is the target audience. Organizations and companies create advertisements that primarily target customers and potential customers. On the contrary, the PR department casts a more extensive net. The PR department targets both internal and external publics including employees, influencers, investors, legislators, the media, and so on. The other difference between advertising and PR is the objectives and goals. The aim of PR is to establish brand awareness and reputation. The success of effective PR is determined by the ability of consumers to put more trust in and conduct business with a company they know and like. On the other hand, advertisements are created for a specific target market with the aim of generating sales. Advertisements majorly focus on promoting a service or a product than establishing a reputation.
The sphere of control is higher in Advertising than in PR
The next difference is control. When a company or organization purchases an advertisement, they determine how the advertisement will look like, what it will communicate, where it will be put, and when it will run. The degree of exposure an advertisement gets relies on the money the company has spent. However, when it comes to PR, particularly when working with the media, companies, and organizations have less control. The media determines how the information will be presented and if the information will be covered.
PR is a long-term engagement
Further, strategy is another difference between the two. Advertisements entail a short-term goal in mind. Advertisements are directed toward certain buying seasons such as holiday shopping, promoting special deals to increase sales, or promoting a new service or product. On the other hand, the PR department considers the bigger picture, delivering essential information regarding the brand to create a sustainable and devoted brand fan base that entails customers and other stakeholders.
Conclusively, both advertisement and PR help to build brands and reach target audiences. However, the line between the two is blurred due to the ever-growing social media popularity. The best way to promote a business is to include both advertising and PR in the marketing strategy in an integrated and coordinated manner.
At Black Dot Limited, we integrate advertising and PR to establish a strong brand image for your company and enhance your financial performance. Give us a call today or book your free consultation here.