The Tribune

By Deidre Bastian

Are the lines still blurred between public relations and advertising, and do people still believe that PR is sometimes unpredictable, and advertising too expensive?

I have come to appreciate that both professions have their merits, and it is noteworthy that they often go hand-in-hand, yet still possess different gears, goals and overall effects. The landscape has also changed, since both offer a wealth of opportunities to reach an audiences as never before.

While taking nothing away, I think we can agree that advertising pursues a sale or tries to ‘sell something’, while public relations manages “reputation or public perception”. This gives us a framework to move forward and list a few differences between advertising and public relations.

• Paid versus Free

Advertising: Customers pay for an advertisement to be placed in the media.

PR: A radio, newspaper, or television broadcast by a PR official is often referred to as “earned” media, as it is not paid for.

• Controlling the message versus influencing the message

Advertising: Customers have control as to where and when their advert will be seen in the media, and can say exactly what they want.

PR: The journalist has total control and may change the story, which can result in different information being carried in different media. Moreover, they have the authority to not publish the story at all.

• A 10-second spot versus perpetuity on the Internet

Advertising: Some marketing experts are of the view that once an ad is aired, the shelf life expires.

PR: The Internet has extended the ‘shelf life’ of a PR campaign by appearing on a variety of search engines. Another advantage is that once a commentary reaches cyberspace, it is now available to be ‘googled’. So when reporters are researching a particular topic, your name will appear and gain additional publicity.

• Below the fold versus above the Fold

Advertising: Even though customers pay a lot of money for a sizeable print ad, it is unlikely it will show up on the front page of a newspaper. In fact, many newspapers relegate ads to the lower sections of the inside pages.

PR: Public relations has an advantage over advertising when it comes to placement. A sizeable print ad will certainly not (or, hasn’t so far) run on the front page, as ‘newsworthy’ news always receives priority.

• Credibility/believability

Advertising: Paid advertisements have less credibility, as customers are aware that the information was provided and “something is being sold”, be it an idea or a product.

PR: Nothing is being sold and an editorial will gain more credibility, especially if it is of public interest.

• Contact With Media

Advertising: A publication’s representative will be your main contact when fulfilling an advertisement.

PR: With public relations, a journalist represents the company not only with editors, but often with reporters through sound bites and written quotes.

One unifying factor is that both advertising and public relations have a very good story to tell, even though the question begs: Which is better? Both have their individual strengths and weaknessed, but I believe that blending the two intelligently may mitigate the other’s flaws.

Advertising is still the quickest and most effective way to tell a brand story to a large audience but, unfortunately, it is just not enough.

I stand by the fact that PR helps create a relationship between a company and its customers, who are more likely to patronise a business if they have a good impression about it, as opposed to one they have never heard of or associate with something negative.

Good communication requires ‘relationship building’, as it will always bear fruit for a longer period of time. Until we meet again, fill your life with good memories rather than regrets. Enjoy life and stay on top of your game.

• NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Ms Bastian is a professionally trained graphic designer/marketing coordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.