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.
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.
Remember the days prior to social media? Nor do we. Just
about every business – big and small – has a designated social media manager or
consultant that’s responsible for tweets, content posts, audience engagement,
follows, shares, comments, insight and data reports and messaging.
It’s a big job that goes far beyond those “likes” and
shares. To be a social media pro, you’ve got to master some skills.
Be creative: To stand out among your competitors, you need to create a dynamic and persuasive visual content across all your social media platforms.
Images, polls, invitations, posters, graphs, videos and
illustrations don’t have to be in every post, but the eye loves visuals, and
the more visuals you incorporate into your posts, the better chance you have of
being noticed in what’s becoming an increasingly crowded field.
Inspire conversation: Interacting
and engaging with your audience (think potential clients) is crucial to social
media success – and that includes responding to comments in a
Whether it’s a simple
acknowledgement of thanks to someone who has responded positively to a post, a
call to action for someone posing a question or a conversation starter that
opens dialogue, you need to know how to foster communication.
That, in turn, encourages
your audience to share your content, which increases your post’s longevity. And
sharing content grows you audience and results in leads and “likes.”
To post engaging ads, take
advantage of Facebook’s Ads Manager, a powerful tool that enables businesses to
launch campaigns that reach a large audience.
Live video has the kind of human
touch that doesn’t exist in text, and social media audiences can’t get enough
Shooting spontaneous short
videos on your smartphone and streaming them live on your social media
platforms has become easier than ever with recent technological advances, and
the content can range from entertaining to informative (or both).
Live streams tend to be more personable and
authentic than text posts, and studies have shown that social media audiences
overwhelmingly prefer live video.
Sixty-five percent of homeowners nationwide view buying a house in their zip code as a “somewhat good” or “very good” financial investment, according to the Federal Reserve Bank of New York’s 2019 Survey of Consumer Housing Expectations.
As well, existing homeowners are eager to
invest more in their homes, says the report, noting that the percentage of
homeowners expecting to invest at least $5,000 in their homes over the next one
to three years continues to increase.
We’ve found three tools that make it easier to manage your social media platforms.
A strong social media presence is one way to increase the visibility of your business, expand your reach and generate new leads:
Buffer: Buffer is a relatively simple web application that allows users
to schedule social media posts across a variety of social network platforms.
Dually mobile and desktop friendly, the app optimizes posts for peak engagement
times (it also allows for customization) and best of all, its users receive salient
feedback, via analytics, to view social media post performance, improve results
and create data-driven reports for clients and managers.
Canva: That old cliché that a picture is
worth a thousand words rings true with Canva, an intuitive, easy-to-master
graphic-design creator that businesses can use to increase website traffic and
social media engagement. It uses a drag-and-drop format and provides
access to over a million photographs, graphics and fonts. You don’t need a
background in design to use the tool, and with more than 50,000 templates to
choose from, it’s easy to design just about anything,including those all-important info graphics.
and buzz are key when it comes to social media, and with Woobox, an
increasingly popular marketing platform, businesses can create contests,
giveaways, polls, quizzes, brackets, photo contests and more, all of which
encourage your audience to engage. Bonus: It allows businesses to seamlessly
integrate several social media platforms while running campaigns, plus it collects
and exports useful data that stems from those campaigns, an advantageous perk
that all but guarantees robust leads.
According to a recent study published by the National Association of Realtors (NAR), expensive home prices, coupled with high demand, are driving today’s youngest homebuyers to smaller cities.
long as supply keeps up to meet demand, and prevents costs from rising too high
and too rapidly, these identified metro areas are likely to see an uptick in
purchases from millennial homebuyers,” says Lawrence Yun, chief economist
of the NAR. A robust job market and affordability are
two of the main factors that impact home-buying decisions by millennials, notes
While some consider email “old-school” in the face
of loads of social media platforms and texting, beautifully built content
contained on your website, email still connects you to your audience in ways
social media platforms might not.
You need email addresses. You need new email addresses. You
need an email distribution list that is constantly growing and evolving.
Because engaging your clients and colleagues in a narrative
about your business, while also providing useful information, is powerful in
establishing you as an industry leader and establishing your brand.
But don’t think you can download or even ask for someone
else’s email address list unless you know for certain those recipients – each
and every one of them – has opted into receive your content.
To do otherwise, to poach or duplicate or take anyone else’s
email address list without first getting a recipient’s okay to receive – or
better, without getting the recipient’s email address directly from them – is
and the implications are not pretty.
Spamming your audience could result
in getting permanently banned from your recipient’s inbox such as if she hits
the “do not contact” button or flags you as spam on her email client. Spamming
your audience can even result in getting yourself permanently banned from your
email management service.
When you think about it, sending
unsolicited emails is not even helpful toward getting your message to the
masses because these recipients have expressed zero interest in your offer –
they may not even know who you are.
You’re better off taking the slow and
steady approach to building your email database. Here are just a few ideas for building
your email database:
email subscription form for your blog
contests that require an email address for entry
downloads that are accessible only by volunteering an email address
subscribe link to your social media pages
Always tell your would-be subscribers
what they should expect. Do you email once per month or once a week? What type
of information is included in your distributions?
By building your email list the right
way, you’ll ensure you have quality contacts who are more likely to engage with
And why’s it important to the success of your business?
There’s a better way to boost brand awareness that doesn’t
involve paid marketing, namely advancing your public relations efforts using
earned media management as part of your key messaging and storytelling
Earned media management is focusing on journalists,
influencers and consumers to promote your brand through word-of-mouth, news
coverage, shares on Facebook, retweets on Twitter, and website comments and
feedback. It’s publicity that’s created by a third party – and it’s free.
And while it’s not rocket science, engagement is key, as is
creating compelling, relevant and informative content for your brand – stories,
posts and tweets that are share-worthy.
And building online relationships with your core audience is
vital, as those are the people who will help you expand your reach.
Between 25 and 40 percent of website traffic and lead generation results from earned media, and consumers, journalists and influencers who share messaging on social networks can potentially reach thousands – even millions – of people.