PR AND ADVERTISING

v PR AND ADVERTISING:

MaMany people consider public relations and advertising as almost synonymous, probably because there is an element of information and persuasion inherent in both.

Public Relations

• PR is winning of public acceptance by acceptable performance without any idea of instant tangible gain.
• PR does, of course, provide support to marketing activities but it has a wider prospective and is broader in scope and vision.
• PR is a management function.
• Every organization has a public perception and consequently public relations.
• PR presents its messages to specialize external audiences and internal publics
• PR message is largely a matter of credibility
• PR is more proactive than advertising. It involves anticipating, diagnosing problems and then providing solutions

Advertising

• Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by any identified sponsor. Although some advertisements seek to inform an even educate, there is an immediate, commercial goal behind most.
• Advertising is essentially a tool of marketing along with product, price, packaging and place (distribution).
• Advertising is a marketing function.
• Advertising may or may not be used by an organization.
• Advertising is addressed to external audiences, primarily consumers of goods and services.
• Advertising messages are mostly emotive and strident.
• Advertising involves directly acting upon the briefs or problems presented by the client.