When you or your clients see information about a product or service, do you know if the information is provided as advertising, or is it considered public relations? Knowing the differences can help you decide what might work best in your marketing efforts.
described as a paid, non-personal, one-way public communication that draws
public communication towards a product, service, company, or any other thing
through various communication channels, to inform, influence and instigate the
target audience to respond in the manner desired by the advertiser.
Advertising can be
done through print ads, radio or television ads, billboards, flyers,
commercials, internet banner ads, direct mail, etc. Social media platforms are now
a major source of advertising. The advertiser
has exclusive control over what, how and when the ad will be aired or
published. Moreover, the ad will run as long as the advertiser’s
budget allows or determines it is effective.
As advertising is a
prominent marketing tool, it is always present, no matter if people are aware
of it or not.
Public Relations is a
strategic communication tool that uses different channels, to cultivate favorable
relations for the company. It is a practice of building a positive image
or reputation of the company in the eyes of the public by telling or displaying
the company’s products or services, in the form of featured stories or articles
through print or broadcast media. It aims at building a trust-based
relationship between the brand and its customer, mainly through media exposure
Public Relations can
be called as non-paid publicity earned by the company through its goodwill,
word of mouth, etc. (It is often referred to as “earned media”). The tactics used in public relations are
publicity, social media, press releases, press conferences, interviews, crisis
management, featured stories, speeches, news releases.
Key Differences Between Advertising and Public Relations
Adverting draws public
attention to products or services through paid announcements. Public Relations
uses strategic communication to build a mutually beneficial relationship
between the public and the company or organization.
- Advertising is a
purchased media, whereas, public relations is considered earned media.
- While advertising is a
monologue activity, public relations is a two-way communication process. The
company listens and responds to the public.
- Advertising is used to
promote products or services with the objective to induce the targeted audience
to buy. Public Relations aims to maintain a positive image of the company in
the media, with an indirect result of those effected becoming customers.
- In advertising, the
advertiser has full control over the ad, such as when, how and what will be
displayed. In public relations, the company pitches the story, but has no
control how the media uses or does not use it.
- In advertising, the ad
placement is guaranteed, but there is no such guarantee of placement with
- In advertising, as
long as you are willing to pay for it, the ad will be published or aired.
Usually in public relations, the story is only published once, but it might be
published in many media.
- Credibility is higher
in public relations than advertising. This is because customers know it’s an ad
and may not believe it easily and be skeptical. For Public Relations, third
party validation improves credibility.
- Advertising mainly
uses paid announcements (ads) to draw public attention to products or services.
Public Relations is the use of strategic communication that aims at building a
mutually beneficial relationship between the company and the public.
Advertising and Public Relations both use communication channels to inform and influence the general public. While advertising is a highly expensive marketing tool, it can reach a large number of people at the same time. Public Relations is “free of cost” implied endorsement along with validation of the third party.
Guide your business toward meeting your objectives and goals.
You have a marketing plan, right? All businesses need to have a strategic, logical plan that includes action items and timelines.
The marketing plan will guide your business toward meeting your objectives and goals.
What’s that? You don’t have a working marketing plan? No worries. Read the tips below to create a winning marketing plan for your business.
- A well-executed marketing plan is like a GPS. It guides your customers into your sales process. Done right, your marketing should result in more leads, higher sales and a stronger brand. Read More
- The marketing department can be referred to as one of the lifelines of any business. In this respect, spending your time, resources and efforts on your marketing plan and strategy is essential. There are various aspects of a marketing strategy that require focus and planning that collectively can ensure you are presenting your services to your target market in the best possible light. Read More
How do you position your brand to be talkworthy?
Let’s be honest. You’d love your brand to be the talk of the town. You want clients sharing their great experiences with your business.
You want them to share on social media, at the coffee shop, in line at the grocery store, while talking with co-workers, at the hair salon, etc.
But, how do you position your brand to be talkworthy?
Time Saving Tips and Tricks
- One important function of publicity is positioning your brand. How you position your company influences how consumers perceive you and feel about you, which in turn affects whether or not they trust you and want to buy from you. Read More
In a recent analysis of more than 500 consumer brands in a variety of categories, the firm ranked those with the most talkworthy marketing campaigns. The rankings are based on the extent to which people are sharing or talking about a brand’s marketing or advertising both online (via social media) and offline (via face-to-face conversations), as part of its TotalSocial Brand Awards series. Read More
Running out of time to manage social media? By now, you know the value of social media to your business development. It’s a vital avenue to reach new business, strengthen existing relationships and maintain positive connections with current and future employees. It’s a way for you to share your business culture, events and news in your communities.
But finding the time to create all those posts and review your post performances is the challenge. So, how can you do that when your time is spent out networking and conducting your daily business operations?
Here are time saving tools that allow you to share valuable content with your audiences. Social media scheduling tools allow you to manage multiple profiles and networks from one location. So, you can schedule your LinkedIn, Facebook, Twitter and other posts for the week (or the month or longer) via one tool, saving you valuable time. You can also review reports (or customize reports) to view your post performances. For instance, you can track how many people you reached, how many people liked, shared, commented on, etc. each post.
Since there are numerous social media scheduling programs available, each with their own set of advantages, drawbacks and prices (some programs are offered at no charge), be sure to do your research prior to choosing a social media scheduling program for your business. Here are a few of the more popular social media scheduling programs:
This program optimizes your time by allowing users to manage all social profiles from a single dashboard. Users customize their dashboard in the way they want to see their data. The program comes with a default reporting system for social media analytics and you can also customize the reports to meet your particular needs. Hootsuite is a popular and widely-used program for businesses of all sizes.
MavSocial is a platform that allows users to schedule and track social media posts and their performance. Another MavSocial time saver is its large stock image gallery for ease of finding images for your posts.
Built to scale, Sprout Social saves time for teams of varying sizes. This social media management platform provides engagement, publishing, analytics and collaboration tools. Sprout Social includes a robust selection of reporting tools to analyze your social media performance. Sprout Social is a popular program for advertising and PR agencies that manage multiple client social media accounts.
One additional note: Remember Alliant National is a great resource to advise and educate independent agents on social media best practices, including which social media management tool is ideal for your needs.