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.