I’ve been meaning to bring up this topic at some point and I think this is a good time to discuss some of the concrete differences between these two. I’ve explored this subject several times in articles, panel discussions and other forums throughout my career so far. It’s always refreshing to approach these related communications tactics that are practiced so differently, and yet are perceived as one and the same.
You know what I mean. When I was a grad student looking for my first job I was so amused with how Monster, Hotjobs and other boards would bulk openings ”Advertising/PR/Marketing.” And it was interesting because as I would scan a certain position that sounded a good fit by title, I would read the description and it would be anything but a PR position! This fundamental misperception of PR and Advertising has caused so much confusion in the world of marketing communications.
Although the differences are probably too many to list, I’ll go through some of them in the next few posts. The most important distinction between the two is third party endorsement. When you read an article in the Wall Street Journal, Newsweek, or any other news source that you follow, you trust the accuracy of the information. Why else would you be reading it? Would you be as convinced coming across an obvious ad placement in the same outlet? You’ll probably notice it - or not - and would it have the same effect as the article you just read?
Advertising = paid form of communication in a targeted media outlet (very expensive and needs multiple placements to be effective)
PR = creating actual news via relationships that have long lasting value (free and one strategic placement can do the trick!)
Something to think about.
Tags: Advertising and PR, differences of advertising and pr, hospitality pr and advertising, third party editorial endorsement
There are many diverse uses of PR - sometimes we don’t realize the strategies that are implemented-
• Entertainers promote themselves in order to generate bookings and audience sell-outs
• Politicians us PR to take a stand on an issue
• Manufacturers & distributors announce new products
• Businesses look to attract patrons by announcing a new menu or special event
• Non-profits seek to build its donor base
• Organizations managing their reputation, sometimes to deflect a crisis
It is so true that many companies in the world today want to mirror multiple titles into one position. This covers all their bases and goals with less staff, thus thinking they’re saving money. For instance, as a Department Head & Director within a major hotel I have no choice but to be the Ad Guy, the PR Guy, and the Marketing Guy. The sad reality in my world is that there’s not enough $ to go around and justify spending on these key personnel. In today’s market everyone is looking for the candidate with the double/triple/quadruple skill sets and get the best for less. Funny thing, 2009 is eerily similar to 2002, and there was a catch phrase in some sectors of business…”the time of living fat and happy is over, it is time to trim the fat”…