What’s the difference between advertising and public relations?
The short answer is:
Advertising is bought from a media outlet’s sales department.
Public relations is received free from a media outlet’s news department.
Guess which one has more credibility?
The long answer is:
• Advertising requires the client to buy ad space. That client controls where, when and how often its message will be published. The client controls the exact look and wording of that message.
• Advertising tries to get the consumer to take immediate action, (i.e. buy the product or service). Consumers recognize this and will always regard advertising with some skepticism.
• Public relations is about the client trying to get free exposure for itself or its products. The client has no control over where, when or how its message will be published. It has no control over the message itself.
• Public relations tries to inform the consumer about a company, a product or service. The consumer is not expected to take any immediate action. As such, consumers view public relations quite differently than a paid advertisement, especially when the information comes from an independent, third party such as a newspaper.
Still haven’t guessed which one earns the trust of consumers?
Public relations and press releases must contain real and timely news value. A media handout should not be an obvious ad or even a weakly-disguised ad. Having worked at a daily newspaper for 15 years, I know that ads-disguised-as-press-releases are very easy to spot and are instantly thrown out.
The best way to increase the chances of your press release being picked up by the news media, and having that coverage as large as possible, is to include editorial photography with the press release.
The best photographer for public relations and press releases is one with direct news media experience. Makes sense doesn’t it?
