PR vs Advertising

by April Tho

​Marketing is crucial for every business to grow and entice new customers. However, many find it difficult to distinguish the difference between public relations and advertising. The common consensus is that advertising is paid media and PR is earned media... but what’s really the difference? 

PR and advertising have completely different roles in promoting a business, both of which play a part in helping businesses reach their target markets and objectives. Everyone understands the concept of an advert and its purpose but many don’t necessarily know the function of public relations or its benefits.

Firstly, what exactly is PR…? 

The Chartered Institute of Public Relations uses the following definition: “PR is about reputation – the result of what you do, what you say and what others say about you.” PR enables businesses to share brand messages with the media, potential customers and stakeholders, create brand awareness and raise business profiles. There are three key points that sets PR apart from advertising:

1. Credibility
   
   PR, like advertising, aims to increase sales but focuses on creating positive publicity about a business. Broadly speaking, PR agencies develop strategies and tactics to pitch reporters or editors to publish a story, citing the client within the piece. PR provides information to journalists and the journalists decides if they can write an article based on the information provided. Although this makes it more difficult for a story to be covered, it adds value and credibility to the coverage achieved.
   
   Remember, the story has to be deemed worthy enough by journalists to be covered! Only then does the story become credible, as it was verified independently by a trusted third party, rather than it simply being purchased. 
   
   As our Senior Account Executive, Maya Harruna, explains: “In the eyes of the consumer, advertisements tend to feel too sales-y. This results in advertisements typically being ignored. PR has a better reputation, and is a more effective avenue for businesses to improve their reputation and growth.”
   
   
2. Relationship Building
   
   ​Public relations is a strategic communication process that builds a mutually beneficial relationship between businesses and the public, via the media. PR strives to help businesses build a connection with their target audiences by promoting key messages. Through this avenue, businesses will have the ability to share more about themselves in the form of an interview or feature piece. Being able to share experiences helps consumers feel more connected to a business, enabling them to relate on a personal level. 
   
   ​Our Executive Director, David Barr believes: “PR allows consumers to have more belief in a business as it garners credible third party endorsements. It helps businesses create friendlier messaging and invites its audience to learn more about them, sharing challenges and experiences.”
   
   In comparison, advertisements need to be short and snappy to catch attention. However, this means consumers won’t get any depth of information besides the fact that a business is trying to sell them something. Consumers are more likely believe and take note of an article than a paid advertisement.
   
   
3. Cost Effectiveness & Efficiency
   
   While overall costs greatly depends on the agency hired, PR is generally a lot less expensive than advertising. Traditional advertising can amount to high costs with no guarantee of consumer engagement. Conversely, a piece of PR coverage is said to be worth three times the value of an advertisement as it is a third-party opinion. This is because it builds brand awareness, grows trust and credibility and influences audiences’ behaviour. Endorsements from a third-party is valued far above a self-promotion. As PR is typically integrated with other tactics in the digital ecosystem, a business can achieve a greater impact at a lower cost than strategies built around a siloed approach.
   
   ​PR, if done well, is one of the most effective form of marketing a business can invest in. Here at Flame PR, we are passionate about creating success stories for our clients and strive to deliver exceptional results. Contact us to find out how your business can benefit from public relations.