As a St. Louis Public Relations professional, I am often asked by business owners, \”What are the differences between PR and advertising?\”

Comparing the publicity aspect with a typical ad campaign, the main difference is that with advertising you, the client or business owner, control the message.

This differs in many ways from publicity where the newspaper, magazine or medium actually controls the message.

For example, businesses running ad campaigns can decide when they want their ad to run, and how big they want it.

They can determine a campaign theme and decide what copy or words go into the advertisement.

In an ad campaign you can target small publications or large ones. You can target a variety of mediums to include television stations, radio stations, billboards, mobile billboards, web sites, popular blogs, newsletters and more.

You simply choose the one that best fits your objectives, your audience, and your budget.

Advertisers can run a winter coat sale in January, promote a special on lemonade in July or embark on a campaign for back to school supplies in August.

There is no filter in advertising. Your audience gets your message directly, exactly the way you created it, when you want it to run.

Publicity differs in that you are sending news releases and other materials to editors and producers in hopes of generating stories about your cause or business.

You have no control if an editor will run your news item. You have no control when they will run it, or how it will even be used.

An editor may wish to do an article about your company but decide to hold onto the story information until a later date. It could be a week, a month, or six months down-the-road.

They may wish to use your news as part of a special section, run it in conjunction with other companies in your specific area, or use you as a resource for a round-up type article on a particular topic where a variety of executives are interviewed.

The editor may also choose not to discuss the same key points you outlined in your news release. They may take the story in an entirely different direction.

For example you may wish to generate news coverage for a new product your business is now selling. You wish to get the news out in June.

However, an editor has an article in the works for August that focuses on the same industry as your business and product.

He or she may decide to hold-off on your news until that date. Instead of focusing solely on your firm\’s new product the article may include a number of other similar items sold by other businesses.

Your company and product may only get a paragraph or a few a sentences.

This is the difference between public relations and advertising.

Experienced business owners and public relations practitioners understand the nuances between the two. They realize the final message may differ from its original intent when an article is published.

For others, understanding how advertising and public relations differ can help you determine separate messaging strategies. In the end it can make both your ad campaign and your public relations campaign a lot more effective.
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Author Bio: Stephen Turner is Managing Principal with Solomon/Turner Inc. a St. Louis public relations firm now in its third decade working with clients nationwide. Stephen provides PR campaign planning, strategy and execution. He works with companies in architecture, construction, healthcare, high-tech and retail. Stephen provides social media techniques and strategies to client campaigns. He is a member of the Public Relations Society of America. Contact http://www.solomonturner.com or 314-205-0800.

Category: Marketing
Keywords: Solomon/Turner, St. Louis Public Relations, Stephen Turner, Public Relations