The difference between PR and advertising. Helping students decide.
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The document discusses the differences and similarities between advertising and public relations (PR). While advertising focuses on brand awareness and paid media like commercials and print ads, PR aims to build reputation and trust through earned media coverage. However, the lines are blurring as both fields create content, leverage owned media, and measure impact across traditional and social platforms. The document uses examples from companies like P&G, BP, and Century 21 to illustrate how advertising and PR strategies can overlap or be used together.
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The difference between PR and advertising. Helping students decide.
- 2. Once it was easy to tell the difference.
- 3. TV commercials Print ads Outdoor ads Press conferences Annual reports Speeches
- 4. Advertising Public Relations Purpose Media Content Control People
- 5. Advertising Public Relations Purpose Media Content Control People Brand awareness/sales Paid Ads, commercials Agency, marketer Writers, art directors
- 6. Advertising Public Relations Purpose Media Content Control People Brand awareness/sales Paid Ads, commercials Agency, marketer Writers, art directors Reputation/Trust Earned Releases, pitches, WoM Media opinion leaders Writers, media hounds
- 7. One example
- 8. Wieden and Kennedy for P&G
- 9. Wieden and Kennedy for P&G
- 10. Ad agency, Wieden & Kennedy, creates an emotional commercial to convey P&G’s appreciation and celebration Moms. They buy time on the Olympics when millions are tuned in.
- 11. Wieden & Kennedy’s birds nest conference room.
- 13. The PR agency, Fleishman Hillard takes a different approach.
- 14. They create an “event” that earns attention.
- 15. Fleishman Hillard for P&G
- 16. The celebration of the world’s greatest athletes often ends with the closing ceremony of each Olympics. But P&G was determined that the global spotlight at the 2012 Summer Olympics in London wouldn’t dim until after the Paralympics closed a month later in September. How to keep the momentum going? Bring in a mom—or in this case, a mum. The “Proud Sponsor of Mum” campaign set out to do a world’s first: Have a mother award her victorious child a gold medal. On September 3, the world watched as P&G mum Catherine McKillop walked out from the tunnel toward her stunned son Michael who was standing on the podium waiting to receive his gold medal for winning the 1,500-meter race. Son, mother and the world teared up as Catherine and Michael fell into each other’s arms as she presented him the gold.
- 18. Another example
- 22. This is when you need PR. However, in this case BP screwed up.
- 25. Advertising PR Creative. Big productions. Controlled message. Evoking feelings.
- 26. Advertising PR Creative. Big productions. Controlled message. Evoking feelings. Serious. Informative. Earned media. Managing perceptions.
- 27. Today it’s getting harder to tell the difference Media bought/earned Ads/Press Releases Stories Creating the message Traditional media > > > > >
- 28. Today it’s getting harder to tell the difference Media bought/earned Ads/Press Releases Stories Creating the message Traditional media Media owned Experiences/interactions Utility/apps Inspire participation Social and word of mouth > > > > >
- 29. Red Bull
- 30. Forsman Bodenfors for EOn
- 31. Undercurrent and partners for Ford
- 32. McCann AU for Australian Metro
- 33. 91,776,279
- 36. What is it? Advertising or PR? Sometimes it’s hard to tell.
- 38. 12-year old Thea is getting married This is how Thea has introduced her upcoming journey and major life event of soon being a child bride in Norway. Using this blog she will tell her story and express how she believes her experience of marriage will be.
- 42. This was done by an ad agency.
- 43. Mullen for Century 21
- 44. Mullen for Century 21
- 45. This was done by a PR agency.
- 49. So how do you decide?
- 50. To over simplify
- 51. Advertising Awareness Placing ads TV ads Print ads Online ads Apps Content What Public Relations Reputation Pitching stories Trends, PSAs, VNRs Press releases/blog posts/invites Social media engagement Community management Content
- 52. Advertising Ad agencies In house Media co’s Where Public Relations PR Agencies In house Integrated agencies Press secretaries
- 53. Advertising Account exec Copywriter Art director Planner UX specialist Web developer Producer Media planner Research/data analysis Presentation designer Project manager Jobs Public Relations Account executive Media relations Crisis expert Speechwriter Public information officer Press secretary Video producer Investor relations Community manager Research/data analyst Project management
- 54. Advertising Writing Design Creativity Presentation Digital/technical Skills Public Relations Writing Media relations Social media/community management Crisis management Business/industry
- 55. Working at a PR Agency
- 56. PR Council
- 57. PR Council
- 58. Working at a PR Agency
- 61. Working at an ad agency
- 62. Mullen
- 63. Mullen
- 64. If you want to…. make TV commercials and conceptual ads, work in advertising. work with nutty creative people, work in advertising. manage or plan creative advertising — from Superbowl spots to viral videos — work in advertising.
- 65. If you want to…. write — anything from social media to longer features — work in public relations. help share the news that shapes our world, work in public relations. engage with people about products, services, money, and giving back, work in public relations.
- 66. To help you decide • Check out agency websites: PR and Advertising • Look at the work and the client list • Search “working at ________” on YouTube • Read industry case studies • Talk to people in the business