ADVERTISING you pay for. PUBLIC RELATIONS you pray for.
It's understandable. Many are still uncertain how PR actually differs from traditional advertising. Without getting too technical, below are some interesting points that differentiate the two.
A strategic public relations campaign helps your organization be recognized as a "trusted" market leader, something all the advertising in the world can't accomplish.
The difference? CREDIBILITY.
PR has it. Advertising never will.
When consumers read a newsworthy, third-party article written about your product or firm, or see news coverage of your event on television, it provides credibility while reaching thousands of people at once - credibility that can't be purchased at any price.
Those same consumers know that advertisements are "bought and paid for" and publishers and broadcasters will run "anything" for a price.
Advertising commonly asks: "Will it increase sales right now?"
Where PR asks: "Will it build long-term relationships, create brand loyalists, consumer trust, good-will, ultimately increasing sales."
Advertising tends to think only of customers or potential buyers as "key targets."
Public relations defines a "key target" as "anyone that would have an impact on the operations of an organization" such as the media, opinion or industry leaders, elected officials or environmental groups.
Of course, the best marketing strategy has both elements-Public Relations AND Advertising. They complement each other and reinforce key messages.