The two most important tools for promoting the company’s products and services are advertising and public relations. Advertising refers to a type of communication used by a company to persuade potential customers to choose the company’s product over other options. Public relations, on the other hand, is about establishing and maintaining positive relationships with a company’s stakeholders by gaining favourable publicity, establishing a good reputation, and so on.
Advertising, direct selling, sales promotion, and public relations are the four aspects of promotion. People are confused about the difference between advertising and public relations because they share some characteristics, but as the adage goes, “advertising pays, public relations persuades.”
Advertising – a paid, non-personal, one-way public communication that uses various communication channels to direct public attention to a product, service, company, or other objects in order to inform, influence, and instigate the target audience to respond in the manner desired by the advertiser. Print ads, radio or television ads, billboards, flyers, commercials, internet banner ads, direct mail, and other forms of advertising are all available.
The advertiser has complete control over what has advertised, how has it been advertised, and when it is advertised. Furthermore, the advertisement will run for as long as the advertiser’s budget permits. Because advertising is such a common marketing tool, it is always present, whether or not people are aware of it. Nowadays, advertising does not rely on a single medium to reach its intended audience.
Public relations is a strategic communication tool that employs a variety of channels to cultivate positive company relations. It is the practice of promoting a company’s positive image or reputation in the eyes of the public by telling or displaying the company’s products or services through print or broadcast media in the form of featured stories or articles. Its primary goal is to establish a trusting relationship between the brand and its customers, primarily through media exposure and coverage.
Non-paid publicity earned by a company through its goodwill, word of mouth, and other means referred to as public relations. Publicity, social media, press releases, press conferences, interviews, crisis management, featured stories, speeches, and news releases are all examples of public relations tactics. Both public relations and advertising use communication channels to inform and influence the public. Advertising, on the other hand, is a very expensive marketing tool because it can reach a large number of people at once. Public relations is a no cost implied endorsement as well as third party validation.