20+ Differences Between Advertising and Public Relations (Explained)

In today’s diverse world, it is a pickle for companies and brands to figure out how to increase sales and earn the maximum profits possible to sustain themselves through their livelihood.

Thus, it becomes important to discuss the different forms of promotions that companies tend to undertake to increase their sales in the field of marketing.

Hence, the present article will attempt to understand the differences between the two advertising and public relations structures.

Comparison Between The Structures Of Advertising And Public Relations

Parameters	Advertising	Public Relations
Theory	The framework of the notion of advertising relates to bringing attention to a certain good or service that a business is providing through paid announcements so that the business may profit from the resulting sales, particularly by way of making the public aware of the service or goods being provided.	The framework of the notion of public relations refers to building friendly and stable relations with the customers, i.e., the target audience of a particular company, through strategic communication so that the company can reap the sales benefits and earn goodwill out of the same.
Communication	In a particular reference, the framework of the notion of advertising follows a one-way form of communication. This is because one particularly looks forward to selling and convincing the customers rather than attempting to listen to them, thus forming a one-sided communication system.	The framework of the notion of public relations, in a particular reference, follows a two-way form of communication. This is because the method of strategic communication ensures that the company also maintains an effective form of feedback that it can get from its customers to continue building goodwill and trust in the company.
Goal	The framework of the notion of advertising aims to bring awareness regarding the goods and services a particular company offers to interested end users.	The framework of the notion of public relations has the ultimate goal of attempting to build better relations of a particular company in front of the public through strategic communication so that the company can reap sales benefits and earn goodwill out of the same.
Control Over Affairs	Any advertisement that is aired in relation to the goods and services that a particular company offers is considered to be under the discretion and ultimate control of that particular company.	Any public relations scheme that is conducted in relation to the goods and services that a particular company offers is not considered to be under the discretion and ultimate control of that particular company.
Control Over Publishing	A company has the autonomy to continue publishing advertisements concerning the goods and services offered by that particular company as long as it wishes to keep it on air as long as it can pay for the same. Additionally, it is also considered to be a type of deferred asset.	A company has the autonomy to issue the structure of public relations in relation to the goods and services that that particular company offers only once at a particular time.
Media	The framework of the notion of advertising is a concept whereby a company looks forward to getting paid promotion by airing advertisements about the goods and services it offers to a group of potential customers. Thus, it is considered to be a purchased form of media.	The framework of the notion of public relations is a concept whereby a company looks forward to getting promoted through strategic communication about the goods and services it offers to a group of potential customers. Thus, it is considered to be a form of earned media.
Credibility	The framework of the notion of advertising does not clear a consumer’s doubts, and skepticism regarding the advertisement of the goods and services provided by the company that it comes across since the structure of advertising in itself is considered to be a monologue, i.e., a one-way communication. Thus, the structure of advertising is comparatively less credible.	The framework of public relations aims to clear a consumer’s doubts and skepticism regarding the goods and services provided by the company since the structure of public relations in itself is considered a two-way communication process. Thus, the structure of public relations is comparatively more credible than that of the structure of advertising.
Placement	The framework of the notion of advertising guarantees placement, unlike that of the structure of public relations.	Unlike the advertising structure, the public relations framework does not guarantee placement.
Cost	To promote the goods and services offered by a particular company, a company looks towards getting paid promotion by way of the structure of an advertisement, through which it is aware of when and how the advertisement will be published in the media. Thus, a company has to incur a certain cost towards investing in the asset of advertisements.	To promote the goods and services offered by a particular company, a company looks towards getting free media exposure through news conferences to press releases to increase awareness of its existence in the media. Thus, a company does not have to incur any kind of cost towards the structure of public relations but has to communicate strategically.
Contacts	The framework of the notion of advertising requires the company looking towards promoting its goods and services by way of advertisements is compelled to interact with the advertising agency and its co-workers, and if required, the media salespersons as well.	The framework of the notion of public relations requires the company to look towards promoting its goods and services by way of strategic communication and maintaining good public relations; it is compelled to interact with the editors, news directors, and reporters of several media houses and other than people responsible for print publications, broadcast media, and digital outlets.
Target Audience	The framework of the notion of advertising requires the company looking towards promoting its goods and services by way of advertisements is compelled to cater to the target audience that it intends to advertise to, which varies from company to company.	The public relations framework requires the company to look towards promoting its goods and services through strategic communication and maintaining good public relations. It is compelled to cater to the editors or news directors who would be willing to issue its information in their periodic media features.

Contrast Between The Structures of Advertising And Public Relations

What exactly is the structure of advertising related to?

The structure in relation to the idea of advertising primarily relates to a branch in the vast field of marketing.

The structure, in turn, aims to make the public aware of a particular product or service offered by a company through paid announcements or promotions so that the company can reap the sales benefits from the same.

Advertising:

The structure in relation to the idea of advertising follows a one-way form of communication.

The advertising structure aims to bring attention to a particular company’s goods and services.

Aside from other relevant details, a company has control over what kind of advertisements it is issuing into the media in relation to its goods and services.

A company can publish advertisements concerning its goods and services if it wishes to keep them on air.

The structure of the idea of advertising is a concept whereby a company looks forward to getting paid promotion by way of airing advertisements.

What exactly is the structure of public relations related to?

The structure in relation to the idea of public relations primarily relates to attempting to build friendly and stable relations with the customers of a particular company by undertaking a method of strategic communication.

Just like the structure of advertising, good public relations translate into sales benefits, maximum profits, and a form of goodwill out of the same.

Public Relations:

The structure in relation to the idea of public relations follows a two-way form of communication.

The structure in relation to the idea of public relations has the ultimate goal of attempting to build better relations for a particular company in front of the public.

A company does not have ultimate control over what news can or cannot be published by the media due to public relations schemes issued by the company.

A company can only influence its goods and services offered by way of the structure about the idea of public relations once at a given time.

The structure in relation to the idea of public relations is a concept whereby a company looks forward to getting promoted through strategic communication and strengthening public relations.

Major Differences Between The Structures Of Advertising And Public Relations

Theory:

Advertising: The structure in relation to the idea of advertising is with particular reference to the objective of making the public aware of a particular product or service that is being offered by a company by way of paid announcements so that the company can reap the sales benefits out of the same.

Public Relations: The structure of the idea of public relations is with particular reference to the objective of building friendly and stable relations with the customers, i.e., the target audience of a particular company, by way of strategic communication so that the company can reap the sales benefits and earn goodwill out of the same.

Communication:

Advertising: The structure of the idea of advertising in particular, follows a mechanism of a one-way form of communication. This is because, in the structure of the idea of advertising, an individual particularly looks forward to selling and convincing the customers rather than attempting to listen to them, thus forming a one-sided communication system.

Public Relations: The structure of the idea of public relations, in particular, follows a mechanism of a two-way form of communication. This is because, in the context of the structure of the idea of public relations, the method of strategic communication ensures that the company also maintains an effective form of feedback that it can get from its customers to continue building goodwill and trust in the company.

Goal:

Advertising: The structure of advertising primarily refers to a large branch in the marketing field. In turn, the advertising structure aims to bring attention to a particular company’s goods and services while searching for different ways to reach new opportunities and customers.

Public Relations: The structure in relation to the idea of public relations has the ultimate goal of attempting to build better relations for a particular company in front of the public by way of strategic communication so that the company can reap sales benefits and earn the goodwill of the same.

Control Over Affairs:

Advertising: Any advertisement that is aired about the goods and services that a particular company offers is considered to be under the discretion and ultimate control of that particular company. Thus, a company has control over what kind of advertisements it is issuing into the media about the goods and services offered by it aside from other relevant details.

Public Relations: Any public relations scheme that is conducted about the goods and services that a particular company offers is not considered to be under the discretion and ultimate control of that particular company. Thus, a company does not have ultimate control over what news can or cannot be published by the media due to public relations schemes issued by the company.

Control Over Publishing:

Advertising: In the particular context of the structure in relation to the idea of advertising, a particular company has the autonomy to continue publishing advertisements in relation to the goods and services that are offered by that particular company as long as it wishes to keep it on air, as long as it can pay for the same. Additionally, it is also considered to be a type of deferred asset.

Public Relations: In the particular context of the structure in relation to the idea of public relations, a particular company has the autonomy to issue the structure of public relations in relation to the goods and services that that particular company offers only once at a particular time.

Media:

Advertising: The structure in relation to the idea of advertising is considered to be a concept whereby a company looks forward to getting paid promotion by airing advertisements about the goods and services it offers to a group of potential customers. Thus, it is considered to be a purchased form of media.

Public Relations: The structure in relation to the idea of public relations is considered to be a concept whereby a company looks forward to getting promoted by way of strategic communication about the goods and services that it offers to a group of potential customers. Thus, it is considered to be a form of earned media.

Credibility:

Advertising: The structure in relation to the idea of advertising, in particular, does not clear a consumer’s doubts and skepticism in regards to the advertisement of the goods and services provided by the company that it comes across since the structure of advertising in itself is considered to be a monologue, i.e., a one-way communication. Thus, the structure in relation to the idea of advertising is comparatively less credible.

Public Relations: The structure in relation to the idea of public relations in particular, aims to clear a consumer’s doubts and skepticism in regard to the goods and services provided by the company since the structure of public relations in itself is considered to be a two-way communication process. Thus, the structure about the idea of public relations is comparatively more credible than that of the structure of advertising.

Placement:

Advertising: The structure in relation to advertising guarantees placement, unlike that of the structure in relation to public relations in a general sense.

Public Relations: The structure in relation to public relations does not guarantee placement, unlike that of the structure in relation to advertising in a general sense.

Cost:

Advertising: In the context of the structure of the idea of advertising, for the particular purpose of promoting the goods and services offered by a specific company, a company looks towards getting paid promotion by way of the structure of an advertisement through which it is aware when and how the ad will be published in the media. Thus, a company has to incur a specific cost towards investing in the asset of advertisements.

Public Relations: In the context of the structure of the idea of public relations, for the particular purpose of promoting the goods and services offered by a particular company, a company looks towards getting free exposure in the media by way of news conferences to press releases to increase awareness of its existence in the media. Thus, a company does not have to incur any cost towards the structure of public relations but has to communicate strategically.

Contacts:

Advertising: The structure of the idea of advertising particularly requires the company that is in question, which is looking towards promoting its goods and services by way of the structure of advertisements is compelled to interact with the advertising agency and its co-workers and if required, the media salespersons as well.

Public Relations: The structure of the idea of public relations particularly requires the company that is in question, which is looking towards promoting its goods and services by way of strategic communication and maintaining good public relations, it is compelled to interact with the editors, news directors, and reporters of several media houses other than people responsible for print publications, broadcast media, and digital outlets.

Target Audience:

Advertising: The structure in relation to the idea of advertising particularly requires the company that is looking towards promoting its goods and services by way of advertisements is compelled to cater to the target audience that it intends to advertise to, which varies from company to company.

Public Relations: The structure about the idea of public relations particularly requires the company that is looking towards promoting its goods and services by way of strategic communication and maintaining good public relations is compelled to cater to the editors or news directors who would be willing to issue its information in their periodic media features.

Frequently Asked Questions (FAQs)

Q1. What is the key difference between the two advertising and public relations structures?

Ans. The main difference between the two advertising and public relations structures lies in their main basis. In this context, it must be understood that while the structure of advertising is based on a theory of paid promotion, the structure of public relations, on the other hand, is based on a theory of earned promotion.

Q2. How is the advertising structure considered an asset for a particular company?

Ans. The structure regarding the idea of advertising is considered a long-term asset for a particular company when it is categorized as a prepaid advertisement. This is because a company would then have the autonomy to publish advertisements concerning the goods and services offered by it as long as it wishes to keep them on air, in turn keeping their promotion succeeded.

Q3. Why is it necessary to maintain good public relations for a particular company?

Ans. A company must interact with the editors, news directors, and reporters of several media houses other than people responsible for print publications, broadcast media, and digital outlets to aid it towards good public relations to reap sales benefits and maximum profits.