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by
Steve Turner
Principal, Solomon/Turner
 Public
relations professionals are often asked by business owners,
"What are the differences between PR and advertising?"
Comparing the publicity aspect with a typical ad campaign, the
main difference is that with advertising the client, business
owner, or advertiser controls the message.
This differs from publicity where the newspaper, magazine,
television station or other medium actually controls the
editorial, timing and final story presentation.
For example, businesses running an advertising campaign can
decide when they want their ad to run, how big they want it, and
what copy or words go into the ad.
In an ad campaign you can target small publications or large
ones. One can utilize television stations, radio stations,
billboards and an entire host of possible advertising vehicles.
You simply choose the one that best fits your objectives, your
audience, and your budget.
Since you are purchasing the space there is no filter in
advertising. Your audience gets your message directly, exactly
the way you created it.
Publicity differs in that you are sending news releases and
other materials to editors and producers in hopes of generating
stories about your cause or business.
You have no control if an editor, writer or producer will even
run your news item, or when they will run it, or how it will be
used.
An editor may wish to do an article about your company but
decide to hold onto the story information until a later date.
They may wish to use your news as part of a special section, run
it in conjunction with other companies in your specific area, or
use a business owner as a resource for a round-up type article
on a particular topic where a variety of executives are
interviewed.
The editor may also choose not to discuss the same key points
you outlined in your news release. They make take the story in
an entirely different direction.
For example, a television news reporter may spend an hour or
longer meeting a client, asking a multitude of questions, then
taping responses.
The end result however may be boiled down to a ten-second sound
bite on the 6pm newscast where nearly all of the message gets
lost or can be misinterpreted by the audience.
A radio talk show interview can start out as informational then
turn controversial depending on the host. Keep in mind their
goal is to engage the audience and build ratings, not help a
business owner sell their products or services, position a cause
or back a certain candidate.
Experienced public relations practitioners and their clients
should understand the nuances between publicity and advertising.
They should realize the final editorial or news message may
differ from its original intent.
Educating clients on the distinctions between the two adds
clarity to both your ad campaign and your public relations
campaign and helps make each more effective.
Steve Turner is a Principal with
Solomon/Turner, a St. Louis public relations agency. Steve
has over 25 years experience in PR and specializies in working
with high-tech companies, and is a writer on PR and marketing.
Email:
sturner@solomonturner.com
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