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Public Relations and Advertising - Coggle Diagram
Public Relations and Advertising
Audience
Advertising
is addressed to external audiences—primarily consumers
of goods and services
Public Relations
public relations presents its message to
specialized external audiences and internal publics
Relationships
Advertising
used as a communication tool in public relations
Function
to sell goods and services
to create an environment in which the organization
can thrive.
Public Relations
activity often supports advertising campaigns.
Channels
Advertising
works almost exclusively through mass media outlets
Public Relation
relies on a number of communication tools— brochures, slide presentations, special events, speeches, news releases, feature stories , and so forth
Both utilize mass media for desimination of messages
Differences
PR
Publicity—
information about an event, an individual or group, or a product appears as a news item or feature story in the mass media.
Material is prepared by public relations personnel and submitted to the news department for consideration.
Advertising
Advertising, in contrast, is paid space and broadcast time
contract with the advertising department of a mass media outlet for a full-page ad or a one-minute ommercial
An organization writes the advertisement, decides the type and graphics, and controls where and when the advertisement will be run.
Scope
Advertising
identified as a specialized communication
function
Public Relations
broader in scope, dealing with the policies and performance of the entire organization, from the morale of employees to the way telephone operators respond to calls
Disadvantages and Advantages
Disadvantages
Advertising
the cost.
Advertising campaigns on network
television can run into the millions of dollars
Advantages
Public Relations
is more cost effective and often
more credible because the message appears in a news context