Advertising and public relations are the two important tools to promote products and services offered by the company. Advertising refers to a form of communication, which a company uses to stimulate potential customers to choose the product offered by the company, compared to other products.
On the other hand, the public relations they relate to building and maintaining good relationships with company stakeholders, obtaining favorable publicity, having a good reputation and so on.
The main reason for each company is profit maximization, and can only be achieved by increasing sales. Companies apply many strategies, tactics, tools, plans to get the maximum customer attention and gain a competitive position in the market, which is part of the promotion mix. There are four aspects of promotion, namely advertising, direct sales, sales promotion and public relations.
Because of some similar traits, people have confusion in understanding the difference between advertising and public relations, but according to an old saying "advertising pays, public relations persuades".
Content: Public Relation Vs Advertising
- Comparative graph
- Key differences
|Sense||The technique of drawing public attention to products or services, mainly through paid advertisements, is called Advertising.||Public relations is a strategic communication practice that aims to build mutually beneficial relationships between the company and the public.|
|It focuses on||Promotion of products or services, with the aim of inducing the public to buy.||Keep a positive image of the company in the media.|
|Control||The company has full control over advertising.||The company can present the story, but has no control over how the media uses or does not use at all.|
|Posted||As long as you're willing to pay.||Just once|
Definition of advertising
Advertising is described as a one-way, non-personal, paid public communication that attracts public communication to a product, service, company or anything else through various communication channels, to inform, influence and instigate the relevant public to respond desired way by the advertiser.
Advertisements can be made through print ads, radio or television ads, billboards, flyers, advertisements, Internet banner ads, direct mail and so on. The advertiser has exclusive control over what, how and when the announcement will be transmitted or published. Furthermore, the announcement will be published as long as the advertiser's budget allows.
Because advertising is a prominent marketing tool, always present, regardless of the people who are aware of it or not. Nowadays, advertising has not left a single means to spread the message to the target audience.
Definition of public relations
Public Relations a strategic communication tool that uses different channels to cultivate favorable relations for the company. a practice of building a positive image or a reputation of the company in the eyes of the public, telling or displaying the products or services of the company, in the form of stories or articles in evidence through the press or means of transmission. It aims to build a relationship based on trust between the brand and its customer, mainly through exposure and media coverage.
Public relations can be called unpaid advertising earned by society through its good will, word of mouth, etc. The tactics used in public relations are advertising, social media, press releases, press conferences, interviews, crisis management, prominent stories, speeches, press releases.
Key differences between advertising and public relations
The difference between advertising and public relations can be clearly expressed for the following reasons:
- Advertising is a technique to draw public attention to products or services, mainly through paid advertisements. Public relations is a strategic communication practice that aims to build a mutually beneficial relationship between the company and the public.
- Advertising is a means of payment purchased or paid, while public relations is an earned means of communication.
- Advertising is a monologic activity. Conversely, the report publishes a two-way communication process, in which the company listens and responds to the public.
- Advertising made to promote products or services, with the aim of inducing the public to buy. On the other hand, public relations aims to maintain a positive image of the company in the media.
- In advertising, the advertiser has full control over the ad, ie when, how and what will be shown to people. Unlike public relations, in which the company can present the story, but has no control over how the media uses or does not use at all.
- In advertising, the placement of the ad is guaranteed, but there is no guarantee of placement in the case of public relations.
- In advertising, the announcement is published or broadcast until you are willing to pay. On the contrary, in the case of public relations, the story is published only once.
- The credibility is higher in public relations than in advertising because, in the case of consumers who are experts in advertising, they know that only advertising and do not easily believe, and therefore remain skeptical. Unlike public relations where third-party validation improves credibility.
Advertising and public relations use both communication channels to inform and influence the general public. While advertising is a very expensive marketing tool, because it can reach a large number of people at the same time. Public relations the implicit free approval of costs together with the validation of the third party.