Public relations is earned media, whereas advertising is paid media. Here are five questions that you should ask yourself when deciding between the two to determine which is right for you and your business: public relations, advertising, PR, media, or both. By Cristy Brusoe
Do you value authenticity over guaranteed relationships?
Authenticity is more important than guaranteed relationships with advertising
- Only 24% of readers consume native ad or sponsored content compared to 71% who read “normal” editorial content
- Just as importantly, there is no guarantee that you will reach your target audience.
Is your priority selling one product or building brand awareness?
The goal of running an advertisement is to promote the idea of one specific product or service.
- We measure the success of an advertisement through how many sales/views the ad produced.
- While public relations can offer the same type of promotion, it is more often used as a way to build your brand.
Public relations vs. advertising: Weigh your options
Do research and reach out to a few advertising and public relations agencies to get a better idea of what they may be able to do for your business
What is your budget?
How much are you willing to spend
- Public relations costs a fraction of an advertisement
- One full-page advertisement in weekly newspapers can cost upwards of $100,000 (for one ad)
- A typical monthly retainer for a PR agency could range from $3,000 to $5,000
About the Author
Cristy Brusoe is the Founder of Brusoe Communications, and specializes in public relations and media relations. She holds a Masters in Leadership Education and is also an Adjunct Professor for SNHU, teaching communication courses.
How much control do you want over your message?
With advertising, you will have complete control over the message you put out to the world.
- With public relations, even if you get the media interested in your pitch, the journalist is still in control of the message and the narrative of the story.
How quickly do you need to see results?
Advertising is your best option if you know the message you want to send and have the budget for it
- Get an advertisement up and running within a day or two
- Public relations takes hours and weeks, and involves building relationships with reporters and honing messaging
