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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:
| Advertising | Editorial |
| 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. |
If you’d like to know more about how PR could help your business, drop me a tweet or leave a comment on facebook. You can also call me on 07974 161108.
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