What’s The Difference: The Couture Agency Defines PR vs. Advertising

The Public Relations Society of America (PSRA) defines Public Relations as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

The operative words in the definition are “strategic communication process” and “building mutually beneficial relationships.”  The strategic processes are the communication tools, which include pitches, press releases, media relations, and consulting - all done to create positive, credible messages about a business/organization.  The “building of mutually beneficial relationships” is the central and crucial point that separates Public Relations from advertising and marketing.  

Why?

  1. While advertising builds exposure, guarantees placement, and messages a customer to buy a product or service, Public Relations focuses on why a product is essential and on earning a customer’s trust.  Trust promotes receptiveness, loyalty, advocacy, and relationships - all of which are needed for any business's establishment and continued success.  

  2. One-time ads used in advertising do not build relationships.   Public Relations uses different strategic processes over a period of time, thus building relationships.  

  3. PR is less expensive than advertising. Placing advertisements in outlets is exorbitant, and PR charges are moderate monthly retainers.   

  4. PR messages are printed in outlets at no cost, and because they are published in outlets by third parties, there is the affirmation of the credibility of the product or service.  Again, relationships are built.  

 

The 4 “Ps” of Public Relations  - it promotes, persuades, protects, and creates positive messaging, thus establishing relationships.   The word “relations” is integral in defining what PR is.

See the chart below for a comparison between Advertising and Public Relations:

Chart:  Courtesy of Robert Wynne, Former Contributor, Forbes

Ultimately, the objectives of most brands are to meet financial, growth, and customer goals.   The proper alignment of PR’s strategic processes and the building of beneficial relationships between brands and their public enables the achievement of these very relevant, business-sustaining goals.

Demia Tunis