What is the difference between advertising and public relations?

When seeking ways to improve our company’s productivity, the more effective the better. And our messaging can make all the difference. In this context, the functions and benefits of public relations and advertising are often confused. Although their objectives may be similar, the ways in which they are carried out can vary significantly. So what is the difference between advertising and public relations?

These days, communication permeates every area of our daily lives, and more and more stimuli battle for our attention. In this dynamic setting, positioning a brand, reaching customers and boosting sales are challenges that require the support of dedicated specialists.

What is the difference between public relations and advertising?

Let’s take a look at some of the differences between advertising and public relations, as well as what kind of results each can bring to our company.

First of all, the main objective of each area is different. In advertising, the most important thing is to sell, always. Whereas in public relations, the aim is to raise awareness, to inform and to educate. 

Each sector develops its own strategies in order to achieve its objectives. Because the desired impact of advertising is direct and unidirectional, the brand will be the one to talk about itself, and will always target a specific audience.

On the other hand, a public relations agency aims to strengthen the brand’s image and act as a link with the media. In this instance, they will be the “voice” of the company. Outreach to customers will take place via journalists, influencers, specialists, traditional media and social networks that spread the company’s message.

Another key difference is the financial model involved in both areas. Advertising comprises a space paid for, and directly executed, by the brand. Costs are typically high, albeit with a guarantee of dissemination through pre-established channels.

Public relations, on the other hand, develops content to be distributed to, and published by, the media. The costs are lower and, if the strategy is successful, the content can be broadcast through a wide range of communication channels. For example, a press release can be published in newspapers, websites, blogs, social networks or all of the above.

Another distinction arises from this point. The strategy proposed by a PR agency can be interpreted and shaped by the media before being disseminated to the public.

On the other hand, with a television advertisement or a billboard advertisement, the company has full control over the content of its message, which can be repeated as many times as necessary, to the extent that the budget allows.

Advertising and public relations: benefits and results

As we said at the beginning of the article, achieving one’s set objectives is what matters most. The best way to improve a company’s productivity is to establish a comprehensive communication plan.

Advertising and relations can work hand in hand, and the results can be pleasantly surprising. For this to happen, we need the support of an accomplished public relations agency, to determine strategic planning and consulting, as well as the steps to follow to reach your clients.

In a crisis situation, spending money on advertising may not be effective without a thorough prior analysis of the market. In this instance, public relations experts will be able to focus on the relevant audience, and attract their attention.

In the same way, long-term loyalty sought by public relations will be based on the rapid impact achieved by advertising to establish the brand in question.

In short, advertising and public relations can complement each other, adding up to more than just the sum of their parts.