Both PR and advertising are essential to businesses, with a lot of similarities between them. However, while they work together, they are not the same, and it is important to understand the difference when choosing agencies to work with.
Short Term Vs Long Term
Advertising is generally about short-term goals with a focus on customer acquisition and sales promotion. PR, on the other hand, is about the longer term, building and maintaining relationships to boost the brand image. This means that if you are looking to build positivity around your brand rather than promoting a new product or sale, you will want a PR agency. To find one, use an internet search term relevant for your area, such as Cheltenham PR agency, to find results like //headonpr.co.uk.
Paid Vs Earned Media
While media plays a key role in both advertising and PR, there is a difference in how it is achieved. In advertising, you pay for media, such as an ad on a website or in a publication. But in PR, the media is earned through building up long-term relationships with the media. This can mean that a journalist will cover, for example, a new product launch without being paid.
Targeted Vs Wide Reach
Advertisers target their efforts. They identify the customer demographic, such as age group, stage of life or interest, and target their advertising efforts in a way that is likely to appeal to that group using the medium they prefer with the aim of persuading them to an action like making a purchase. PR has a wider reach, as it aims to build brand awareness and credibility. It might do this through the use of influencers and celebrities or through hosting events and inviting journalists to cover them.
Communication
Advertising is usually about one-way communication, as it aims to get across a message without wanting or needing communication back. PR is about building relationships with clients, the media, stakeholders and employees, and this requires more fluid communication, as it aims to build the personal connections around the brand.
