In advertising, you pay to have your message placed in a newspaper, TV or radio spot.
In public relations, the article or that features your company is not paid for.
Consequently, publicity can be considered a lot harder to do well than advertising.
Former Apple executive, Jean Louise-Gassee stated, “Advertising is saying you’re good. PR is getting someone else to say you’re good.”
Lumping the two disciplines into the same category can be a little misleading.
Many business leaders actually view public relations as better than advertising, in that it has been known to yield much greater results.
Bill Gates stated, “ If I was down to my last dollar, I would spend it on public relations.”
Publicity is more effective than advertising, in that it is:
Think about which strategy – advertising or publicity - you are more trusting of.
Do you trust a beauty review in your fav fashion magazine by an objective editor, or a cosmetic brand’s full page ad more?
You trust the review more, as you perceive it to be more reliable.
Consumers trust other consumers (like the fashion magazine editor) a lot more than they trust organizations.
Spending money on promotional ads is great, but it’s not as effective as combining advertisements with public relations.
Remember the quote from Jean Louise- Gassee, “Advertising is saying you’re good. PR is getting someone else to say you’re good.”?
Getting someone else to say you’re good is really, really good.
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