“PR or advertising? Which should I use?” is a common question among marketing executives trying to get more bang for their ever-shrinking budget.

We at BrandComm Asia say it’s best to use both.

Public Relations (PR) and advertising are two important components of any successful marketing strategy. While they share some similarities, such as the goal of promoting a product or a service, there are also a number of differences between these two approaches. 

Understanding these differences is crucial for businesses and marketers who want to create effective and impactful campaigns.

In this article, we will explore the key differences between PR and advertising, including their goals, levels of control, credibility, and most importantly, cost. 

We want to help anyone interested in marketing or communication, whether you are a business owner, a marketing professional, or a student. By providing a clear explanation of the differences between PR and advertising, this article can help equip you with the knowledge that you need to make informed decisions about which of these two marketing approaches is best used in your own campaigns.

Let’s demystify the differences between PR and advertising so we can provide you, our dear readers, with actionable insights that you can use to improve your marketing strategies.

By the end of this article, you’ll hopefully have a clear understanding of which approach may be best suited for your marketing goals.

A. Overview of the main differences between PR and advertising

So, here’s a brief overview of the main differences between PR and advertising:

1. Goals — the primary goal of advertising is to promote a product or service to a target audience and encourage them to make a purchase. In contrast, PR aims to build and maintain positive relationships with various stakeholders, including customers, employees, investors, and the media.

2. Control — advertising allows for more control over the message being communicated because the company has control over the creative and messaging. On the other hand, PR is more focused on earning positive media coverage and managing the public perception of the company, which may involve responding to situations outside of the company’s control.

3. Credibility — advertising is often viewed as a paid message that is biased, whereas PR is often seen as being more credible because it is based on earned media coverage and third-party endorsements.

4. Cost — advertising can be expensive, as it involves buying ad space or airtime, whereas PR efforts may be less costly because they tend to focus more on building relationships with journalists and influencers and may involve activities such as press releases, media events, and social media outreach.

By understanding these key differences between PR and advertising, you can now make an informed decision about which approach to use in your own marketing campaigns. 

Now, let’s drill down further.

B. The goals of advertising and PR

The goal of advertising is typically to promote a product or a service to a target audience and encourage them to make a purchase. It is generally focused more on generating sales and revenue for the company.

The goal of PR, on the other hand, is to help build and maintain positive relationships with various stakeholders, including customers, employees, investors, and the media. PR aims to create a positive image and reputation for the company and may involve activities such as managing the company’s social media presence, creating and distributing press releases, coordinating media interviews, and hosting events to build relationships with key influencers.

While both advertising and PR may ultimately aim to promote a product or a service, the primary goals of these two marketing approaches differ in terms of their focus and strategy.

C. Control in advertising and PR

Control is an important aspect of both advertising and PR, but the way that control is exerted differs between these two marketing approaches.

In advertising, the company has a high degree of control over the message being communicated, as it has control over the creative and messaging used in the ads. The company can determine the visuals, text, and other elements of the advertisement, thus ensuring that the message is consistent and aligns with the brand’s image and objectives.

In contrast, PR often involves less control over the message being communicated, as it may depend on the media or other external sources to share the company’s message. For example, a company may send out a press release or pitch a story idea to a journalist, but they have little control over how the journalist will present the information. Additionally, PR may involve responding to situations outside of the company’s control, such as negative news coverage or rumors on social media.

While advertising allows for more control over the message being communicated, PR can be more effective in building credibility and trust with the audience as it is based on earned media coverage and third-party endorsements. Overall, both advertising and PR can be effective in achieving marketing goals, and businesses may use both approaches to create a comprehensive marketing strategy.

D. Credibility of advertising and PR

Credibility is another key difference between advertising and PR.

Advertising is often viewed as a paid message that is biased because the company is paying to promote their product or service. As a result, audiences may become more skeptical of advertising messages and would be less likely to trust them.

PR, on the other hand, is often seen as more credible because it is based on earned media coverage and third-party endorsements.

When a company receives positive news coverage or is endorsed by a respected industry influencer, for example, audiences are more likely to perceive the company as credible and trustworthy. This is because the message is coming from a source that is seen as independent and unbiased, rather than from the company itself.

Overall, while both advertising and PR can be effective in promoting a product or service, PR can be particularly effective in building credibility and trust with the audience. By earning positive media coverage and third-party endorsements, companies can demonstrate their expertise, thought leadership, and overall value to their target audience.

E. Cost of advertising and PR

The cost is another key difference between advertising and PR.

Advertising can be expensive, as it often involves buying ad space or airtime in traditional media outlets such as TV, radio, or print, or digital media channels such as social media platforms or search engines.

The cost of advertising varies depending on the platform, the reach of the ad, and the competition for ad space. The company must also pay for the creative production of the ad, such as design, copywriting, and video production.

In contrast, PR efforts may be less costly because they focus on building relationships with journalists and influencers, and may involve activities such as press releases, media events, and social media outreach.

While there may be some costs associated with producing and distributing press releases or hosting events, these costs are typically much lower than the cost of advertising. Additionally, while PR efforts may not have guaranteed coverage, if successful, they can generate free media coverage and publicity, which can be more effective than paid advertising.

Overall, while advertising can be expensive, it can also provide guaranteed exposure to a target audience. PR may be less costly but it involves a level of uncertainty and offers no guarantees of coverage. For this reason, businesses often use a combination of advertising and PR to create a comprehensive marketing strategy that balances the benefits of each approach while managing the costs.

F. Disadvantages of advertising and PR

While advertising and PR can both be effective in promoting a product or service, they each have their own disadvantages. Here are some of the disadvantages of advertising compared to PR:

1. Cost — advertising can be expensive, especially for small businesses with limited marketing budgets. In addition to the cost of buying ad space, companies must also pay for the creative production of the ad, such as design, copywriting, and video production.
2. Audience skepticism — advertising messages are often viewed as biased and self-promotional, which can lead audiences to be skeptical of their claims. As a result, advertising messages may be less trusted and effective than PR efforts that rely on third-party endorsements and earned media coverage.
3. Ad blockers — the rise of ad blockers, which allow users to block ads on their devices, can make it harder for companies to reach their target audience through advertising.
4. Limited lifespan — advertising messages have a limited lifespan, as they are often tied to specific campaigns or promotions. Once the campaign is over, the advertising message may lose its relevance and impact.

In contrast, here are some of the disadvantages of PR compared to advertising:

1. Uncertainty — unlike advertising, which provides guaranteed exposure, PR efforts may not result in media coverage or positive endorsements. This uncertainty can make it difficult to measure the success of PR efforts and can require a longer-term commitment to building relationships with journalists and influencers.
2. Lack of control — PR messages are not always under the company’s control, and may be subject to interpretation or editing by journalists or other third-party sources. This lack of control can make it difficult to ensure that the message being communicated is consistent with the company’s branding and marketing goals.
3. Time-consuming — building relationships with journalists and influencers takes a lot of time and effort, and may require ongoing outreach and engagement. This can be time-consuming and may require a dedicated PR team or agency.

Both advertising and PR have their own advantages and disadvantages. Businesses should carefully consider their marketing goals, target audience, industry, and budget when deciding which approach to use.

G. When do you use advertising and when to use PR?

Our ever-wise reply? It depends. 

Deciding whether to use advertising or PR depends on a number of factors, including the specific goals of the marketing campaign, the target audience, the available budget, and the industry and competition. Here are some key considerations that can help guide your decision:

1. Marketing goals — if the primary goal of the campaign is to generate immediate sales and revenue, advertising may be the more effective strategy. On the other hand, if the goal is to build brand awareness, establish thought leadership, or improve the company’s reputation, PR may be the more effective strategy.
2. Target audience: The target audience is a critical consideration when deciding between advertising and PR. If the audience is tech-savvy and receptive to social media and online advertising, digital advertising may be the most effective approach. If the audience is more traditional and receptive to print media and personal recommendations, PR may be more effective.
3. Available budget: Advertising campaigns can be more expensive than PR efforts, especially for small businesses with limited marketing budgets. Businesses should carefully evaluate their budget and determine which approach will provide the best return on investment.
4. Industry and competition: The industry and competition can also impact the decision to use advertising or PR. In industries where consumers are skeptical of advertising or where there is significant competition, PR may be the more effective approach.

Ultimately, businesses may find that a combination of advertising and PR is the most effective approach. By using both strategies, businesses can maximize their reach and impact, build credibility with different audiences, and achieve their overall marketing goals.

H. Conclusion

While advertising and PR both share the goal of promoting a product or a service, they differ in their approach, focus, and outcomes. 

Advertising is typically focused on generating sales and revenue through paid promotional messages, while PR is focused on building and maintaining positive relationships with various stakeholders and on building credibility and trust with your target audiences through earned media coverage and third-party endorsements. 

Additionally, advertising offers greater control over the message being communicated, while PR offers the potential for greater credibility and lower costs.

If a company’s primary goal is to generate immediate sales and revenue, advertising may be the more effective strategy, as it allows for more control over the message being communicated and can provide guaranteed exposure to a target audience.

On the other hand, if a company’s primary goal is to build brand awareness, establish thought leadership, or improve its reputation, PR may be the more effective strategy. PR offers the potential for greater credibility and trust with audiences and can help establish the company as an authority in its industry. Additionally, PR efforts may be less expensive than advertising, which can be particularly appealing for small businesses with limited marketing budgets.

The decision on which marketing strategy to use – advertising or PR – depends on the specific goals and objectives of the business, as well as the target audience, industry, and budget.

Why not use both?

Businesses can benefit from using a combination of advertising and PR to create a comprehensive marketing strategy that effectively promotes their brand, builds relationships with stakeholders, and achieves their overall marketing goals.