Why PR is better than Advertising

A question that often comes up with my clients is: ‘Do I need to do PR if I’m already advertising, and what is the difference?’

Well, read on because I’ve broken down the difference, and why you should always factor PR into your wider marketing plans.

"Advertising is saying you are good. PR is getting someone else to say you're good." Jean Louis-Gassée.

PR
What: Earned (unpaid) editorial and published content in news media, podcasts, radio, TV, in-person.
Why: Credible, trustworthy, builds profile and reputation.
How: PR uses trusted third-party sources to tell their audiences how great you are. Therefore the audience know that trust has been earned.

Advertising
What: Paid ads across print media, websites, social ad spend, banners, posters, billboards.
Why: Can be intrusive and untrustworthy, but gives you full control of the message.
How: You can target a specific audience or sector, and create a content-heavy campaign tailored to your business.

Try and factor as much PR as you can into your marketing plans to make it 'earned' heavy. This also helps you build relationships with publications, brands and influencers.

Here are some ideas for your PR tactics:
reviews, product features, interviews, mentions, news stories, case studies, testimonials.