What’s the difference between PR and advertising?
PR can generate editorial coverage in the media that are important to your target audiences. If an article on your business appears in a publication your target audience reads regularly:
- it offers ‘third party endorsement’- basically, someone else saying you’re good
- it is more credible – and much cheaper – than advertising
- it helps to build brand awareness, understanding and familiarity
Check out this quick crib sheet to learn more about the differences between PR and advertising:
|You pay for the design of the advert and its insertion in the publication or online platform
|You do not have to pay for your press release to be used. The cost involved is simply your time or that of your PR specialist
|You have full control over the content of your advert (subject to ASA rules)
|The content of your press release must be acceptable to the editor
|You can choose the focus of your advert. It could be a corporate advert or it could focus on a particular service or product
|Editors are interested in news. Your release must contain a compelling story which is relevant for their readership
|You can select the issue date for your advert
|You cannot dictate when your press release is used – or indeed whether it actually is used. If it is not considered newsworthy, it will not be used or may be used in a reduced form.