Newsflash: Advertising and public relations are not the same thing.
While public relations is often integrated within a marketing strategy, advertising and public relations are two very different disciplines.
In fact, some leading professionals even consider public relations as the opposite of advertising.
In advertising, you pay to have your message placed in a newspaper, TV or radio spot.
In public relations, the article or that features your company is not paid for.
Consequently, publicity can be considered a lot harder to do well than advertising.
Former Apple executive, Jean Louise-Gassee stated, “Advertising is saying you’re good. PR is getting someone else to say you’re good.”
Lumping the two disciplines into the same category can be a little misleading.
Many business leaders actually view public relations as better than advertising, in that it has been known to yield much greater results.
Bill Gates stated, “ If I was down to my last dollar, I would spend it on public relations.”
Publicity is more effective than advertising, in that it is:
Think about which strategy – advertising or publicity - you are more trusting of.
Do you trust a beauty review in your fav fashion magazine by an objective editor, or a cosmetic brand’s full page ad more?
You trust the review more, as you perceive it to be more reliable.
Consumers trust other consumers (like the fashion magazine editor) a lot more than they trust organizations.
Spending money on promotional ads is great, but it’s not as effective as combining advertisements with public relations.
Remember the quote from Jean Louise- Gassee, “Advertising is saying you’re good. PR is getting someone else to say you’re good.”?
Getting someone else to say you’re good is really, really good.
About Hannah Becker:
Hannah Becker is a millennial author, entrepreneur, and marketing consultant. She currently helps brands increase millennial market share through digital strategy and public relations. Follow Hannah on Twitter@MotivatedGenY