What's the difference (results-wise) between PR and Advertising?
It is a question that has been debated and deliberated for as long as I have been in the workplace (that’s at least 30 years). As someone who has worked in both industries, I reckon I have as good a claim to be able to answer this as anyone.
At this point, it is probably a good time to take a moment and provide a couple of definitions for these two aged marketing foes.
- Advertising happens when your business pays a media outlet to share content that tells your target audience what makes you the great organisation you are.
- PR is what happens when a media outlet decides that you have a great story worth sharing and opts to tell your target audience all about it without the need for you to pay them for the privilege of doing so. It’s what they call ‘third party endorsement.’
Before answering the headline question, it is important to be clear on what outcomes you as a business want to achieve from your PR or Advertising activity.
For example, you might want to ask yourself:
- Are we looking to raise brand awareness?
- Are we seeking to position our key people as thought leaders?
- Are we aiming to enhance our reputation as a product, service, or employer of choice?
- Are we seeking to raise perception of our organisation as a leading player in our field?
- Do we want to increase customer retention and increase sales via referrals?
- Are we looking to increase customer engagement and satisfaction?
- Are we seeking to garner support for a cause or mission that we’re passionate about and drive positive and meaningful change?
You may want to achieve all of these things, or just some. It doesn’t really matter – the very act of ‘thinking’ what ROI you want will help shape your thinking towards either PR or Advertising… or both.
What delivers the greatest ROI – PR or Advertising
To the crux of the matter: where is your money best spent?
Research by Nielsen shows that PR is 90% more effective at generating brand and bottom line results than advertising. That’s quite a compelling statistic, and it isn’t an isolated one.
Indeed, when we surveyed our clients in July 2024, 100% agreed that the PR we do for them ‘delivers positive strategic results.’ Perhaps it comes as no surprise to learn that 71% of them have converted their initial six-month contracts into long-term partnerships.
See how PR has delivered exceptional results for clients. Click here.
PR is sales, too
I thought I would round this article off with a section talking about how PR is more than just a powerful profile raiser and key messenger that connects your business or brand with the people who matter most – it is an incredible lead generator, too.
Public relations is a huge part of the sales function. PR people don’t like to admit to this and will try and dress up another way, but this is what it is. So, the tactics that PR agencies like Clearly PR deploy can include:
- Getting the organisation’s key people quoted in the media that your target audience consumes the most, whether in newspapers, magazines, radio, TV, and online.
- Securing speaker opportunities on podcasts, webinars, conferences, and networking events.
- Positioning your key people as true industry thought leaders – individuals who really do know their arses from their elbows when it comes to their area of expertise (and can demonstrate it!).
- Creating digital content that elevates the organisation’s online presence above the rising level of ‘noise’ and driving engagement with audiences.
There is lot more to it than that, but essentially the role of PR is to get you seen, read and heard by the right people in a way that increase your impact, influence, and income.
It takes more than a good story to do this; it requires the ability to communicate in a persuasive and convincing way to gain attention and win trust.
That’s what we do best and it is why Clearly PR has been recognised by the PR industry’s largest body as the Best Medium Sized PR Consultancy for three consecutive years, which is rather lovely!