Public Relations vs

Advertising

Kelly Costlow

“Where every effort to break

through the clutter,

causes more clutter.”

(Persuaders, 2004)

• “A planned process to influence public opinion, through sound character and proper performance.”

– Seitel, 2011

Advertising• “A subset of marketing

where companies pay to have their message placed into media for the audience to see.”

(Seitel, 2011)

Understanding Differences

• Creative Control: limited• Shelf Life: one chance• Audience Control: semi-targeted• Cost: free

• Creative Control: unlimited• Shelf Life: unlimited• Audience Control: targeted• Cost: $$$$

•Media Conglomerate•Founded in 1923•149,000 employees

Targeting Dreamers

"In today's rapidly evolving media environment, we need to go beyond traditional forms of research to ensure an effective connection

with our audience – George Bodenheimer, President of ABC & ESPN

Public Relations• $ 1.45 billion in 2009• Global advertisements• Research Center

– Marketing– Brand integration

Advertising• In house• Restructured in 2010

– Global expansion

• Created in 2002 • Over 150 countries • The Global Fund• Invests 100% of profits to

HIV and AIDS programs in Africa

• Has prevented more than 7.7 million deaths

• Provide AIDS treatment for 3.2 million

Outsourcing Costs

Cost Comparison

$ 22.4 billion since 2002 $ 10.74 billion in 2011

References2012 Display Advertising Rates. (2011). Cosmopolitan Media Kit. Retrieved November

06, 2011, from http://www.cosmomediakit.com/r5/showkiosk.aspAnnual Cost of a Super Bowl Ad. (2011, February 06). The Big Picture. Retrieved

November 05, 2011, from http://www.ritholtz.com/2011/02/annualized-cost-of-super-bowl-ad-3-2-tn-german-gdp/

Duncan, A. (2011). 10 Differences Between Advertising and Public Relations. Advertising Strategies, Advertising Careers, and Small Business Advertising. Retrieved November 09, 2011, from http://advertising.about.com/od/careersource/a/10advpr_2.htm

Fontaine, J. (2010, November 05). Walt Disney Studios Restructures PR Dept – Deadline.com. Hollywood Entertainment Breaking News - Nikki Finke on Deadline.com/hollywood. Retrieved November 03, 2011, from http: www.deadline.com/2010/11/walt-disney-studios-restructures-pr-department/

Marx, W. (2009, June 22). Public Relations: The Latest False Dichotomy: PR vs. Advertising | Fast Company. FastCompany.com - Where Ideas and People Meet | Fast Company. Retrieved November 09, 2011, from http:www.fastcompany.com/blog/wendy-marx/brand-u-wendy-marx/public-relations-latest-false-dichotomy-pr-vs-advertising

Earnings Preview: The Walt Disney Company. (2011, November 08). CNBC Mobile Home. Retrieved November 09, 2011, from http://www.cnbc.com/id/45211411

Join (RED). (2011). Join (RED) Mashable Awards. Retrieved October 31, 2011, fromhttp://www.joinred.com/red/

O'Connor, K. R. (2009, June 17). Advertising vs. PR: What pays off? - Small Business Questions and Answers. Small Business Questions and Answers on CNNMoney.com. Retrieved November 09, 2011, from http:smallbusiness.blogs.cnnmoney.cnn.com/2009/06/17/advertising-vs-pr-what-pays-off/

The Persuaders [Television series episode]. (2004, November 09). In Frontline. PBS.Seitel, F. P. (2011). The practice of public relations. Upper Saddle River, NJ: Prentice Hall/Pearson.

(STARBUCKS) RED. (2011). Starbucks Coffee Company. Retrieved October 31, 2011, from http://www.starbucks.com/responsibility/community/starbucks-red

Walt Disney Company's Media Networks to Develop Emerging Media and Advertising Research Lab. (2011). The Walt Disney Company and Affiliated Companies - Corporate Information. Retrieved November 09, 2011, from http://corporate.disney.go.com/corporate/moreinfo/media_advertising_research_lab.html

York, E. B. (2008, November 06) Starbucks Launches 'Project Red' Campaign. Advertising Age. Retrieved on October 31, 2011, from http://adage.com/article/news/starbucks-launches-project-red-campaign/132847/