defining the differences between advertising and public relations
TRANSCRIPT
Defining The Differences Between Advertising and Public Relations
Presented by Solomon/Turner PR
When you advertise you control the message
You decide as the advertising purchaser when to run your advertising, where to run it, and the size of the ad or frequency of the commercial.
In an ad campaign you control who sees it
You decide on which audience you wish to reach and how often you wish to reach them.
There is no filter in advertising
Your audience gets your message directly, exactly the way you created it.
PR differs in that in a publicity campaign the media controls the message
The writer and sender of the information has little control
over the message (unless it is a live interview) and how it
will appear in the final version of the story.
In a PR campaign editors and producers of the publication or TV station control the final message and how it will be used
An editor may wish to use all or part of your information.
They may choose to use it immediately, file it away for future use or not use it at all.
Once the information is received the editor may wish to take your information into a entirely different direction than the one intended.
Your information could turn into a feature story or a roundup article with your source and others
Experienced PR professionals understand the nuances between public relations and advertising.
They realize the final message may differ from its original
intent when the article is published.
Understanding the differences between PR and advertising can help you determine separate messaging strategies
It can make both your advertising and public relations
campaign a lot more effective.
Solomon/ Solomon/Turner
25 years of experience in branding and marketing communications including social and digital media, newspapers, trade journals, radio and television.
Outstanding client work on a national and local basis.
For more information contact:Steve [email protected]//:www.solomonturner.comTwitter @steveturnerpr