PR & ADVERTISING
PR and advertising often go hand in hand but they are two completely different things with a completely different goal and overall effect. While advertising is exclusively focused on promotion of products or services with an aim to encourage target audience to buy, PR is specialised in communication with the public and media.
Difference Between PR and Advertising
Just like advertising, PR often helps increase the sales as well and may include elements of marketing. However, it is mainly focused in creating positive publicity about a particular company, organisation or individual and maintain a good reputation in the public. By doing so, PR helps create a relationship between let’s say a commercial company and its customers who are more likely to choose the products from a company they have a good opinion over those from a firm they have never heard off before or heard something negative about it.
The Effect on the Public
The public reacts very differently to an add than to a newspapers article or a TV report. They know very well when they are reading/looking an add and the information they are communicated is perceived with a certain degree of skepticism. They know that the add wants to persuade them to buy a particular product or service and will either believe or disbelieve the information they are communicated. But when they are communicated news about a new product or service through a third party, for example a newspapers or online article they perceive it as informative and worthy of their attention. A press release for instance does not directly encourage them to buy but it often achieves just that by creating a positive image about the product/service or its manufacturer, or both.