How Publicity Differs From Advertising

There is often confusion about the distinction between publicity and advertising.

Publicity, which can include information about an event, individual or product, appears as a news item or feature story in the mass media. Material is submitted to the news department at a TV station, or an editor at a magazine or newspaper, by someone who wants to get the word out about their company. Then the journalists determine whether the material can be utilized as a stand-alone news story, or incorporated into an existing news story.

Advertising, on the other hand, is paid space in a print publication, such as in a magazine or newspaper, or broadcast time. As in a commercial, an organization writes the copy, decides the graphics and overall look, and controls when and where the advertisement will run.

While publicity and advertising can work nicely hand- in-hand, many small EDO's can't afford advertising. An ad in a national site selection magazine can cost $2,500 (or significantly more depending on size) to place, and you may reach 25,000 people.

Applying that money to a PR campaign - by supporting your community through regular communication with the media, can generate ongoing editorial coverage for your community or organization. E-newsletters are another inexpensive way to distribute news on your community or region.

Very often, one public relations-generated media placement can have an advertising equivalency that far exceeds the value of a small ad. And, studies show that consumers have more trust in what they read or see as editorial coverage, versus what they are told in advertising.