Public Relations or Advertising? (The Four C's)

Why should you choose public relations over advertising? What are the differences between the two? Well, since I am former journalist I am going to give you a fair and balanced answer to that question. The good points and the bad points. I like to call them the Four C’s.

First let’s start with the Cons:
Consistency:
Because you, the entrepreneur, pays for the ad space on that local tv or radio station, or in the local magazine, you can choose to run that ad over and over again, for as long as you can afford it. You can dictate the level of consistency you want.
But in pr, you generally get one shot to showcase that ground opening of your business or big event in the local media outlets. That is why you have to make that one shot count.
Control:
Again, since you will be shelling out the money to pay for advertising space, you can have the creative control over your content. You can dictate what is said, how it’s said and how often it’s said. However in pr, that control generally shifts over to the media organization and how they choose to showcase your business, product, service or idea. But a skilled pr specialist can make sure your view is heard or seen.

Now, the Pros:
Cost:
You, the business owner, pays for the ad space, which can be VERY EXPENSIVE. That cost goes up each time you choose to run that ad. For small businesses, that can really put a dent in the budget. But there is no cost for pr. That's why people call it free publicity. You can do this through news conferences, press releases, or more effectively a pr specialist who knows the buzz words that can get you the media exposure you’re looking for.
Credibility:
In advertising, consumers know when they are being sold a product or service. Phrases like BUY THIS, ACT NOW, CALL NOW, lets consumers know when they are getting a sales pitch. And in their eyes, this means the message they are seeing or hearing is biased or skewed. When a business or product is featured on the news, consumers view it differently. They become believers. They feel if a news producer or editor takes the time to invest in the business they’re seeing or hearing, it MUST be special. Therefore, your credibility isn’t compromised.

I hope that information helps. The bottom line is if used correctly and by the right person, public relations can be a very effective tool in getting publicity. That is why a skilled pr specialist, with a nose for the news, is imperative. You need someone who knows how to create the publicity you want, the publicity that will have the media and consumers knocking down your doors.