Publicity Value, Why It’s Better Than Advertising

Though different, both advertising and publicity (public relations) are essential tools in the marketing toolkit, and can work together with other marketing initiatives to meet brand objectives. We’ll take a look at what makes them different, and why Let’s start with examining how these two marketing functions are different.

How are Advertising and Public Relations Different?

Though often conflated, advertising and public relations differ on the following:

  • Advertising is paid placement, while publicity generated from public relations’ activities results in editorial placement.
  • Advertising is your organization telling the world that your brand, product or service is the best – the message is expressly coming from your organization and distributed through ads or commercials. Publicity (often referred to as earned media), is third parties like those in the media or digital influencers sharing some form of the message by telling the world that your brand, product or service is the best.

Messaging Control: Advertising Versus PR

They both offer benefits with regards to communicating brand or product messages to the public.  They differ on extent of control with regards to what the message is, and when and where it will appear.

Advertising and Messaging

With paid placement, your organization pays to advertise on select outlets and maintains complete control of:

  • The message.
  • Where the message appears.
  • When the message appears, and the campaigns duration.

Publicity and Messaging

With earned media, journalists, editors, news producers, bloggers, influencers and others who’ve attained trusted status with the public control:

  • The message – they can interpret or change the message as they see fit.
  • Where the message appears.
  • When and if the message appears.

In the editorial space, there are myriad of individuals with myriad of opinions regarding your product or service therefore your business cannot directly control the message.

However, your business can certainly shape the message through strategic public relations activities. And that is where truly excellent public relations’ strategies shine, and a compelling reason to have PR pros on your side.

The Value of Publicity #lookatus

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Be where people are looking with something of value to them in a memorable, meaningful way.

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