What are the Differences Between PR and Advertising?

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Jaap de Jonge
Editor, Netherlands

12 Differences between PR and Advertising

There are many differences between Advertising (ADV) and Public Relations (PR). Here are 12 characteristics / distinctions to get you started:
1. CONTROL
   - ADV: you have control over how your message is presented
   - PR: you have no such control
2. COST
   - ADV: paid, expensive
   - PR: free, cheap
3. LIFE SPAN
   - ADV: short, but you can use same message multiple times
   - PR: typically a press release is used only once, but lives forever on the web
4. CONSUMER PERCEPTION
   - ADV: biased, you are selling to me
   - PR: independent, from 'objective' media
5. FOCUS OF CONTENT
   - ADV: creativity
   - PR: news
6. CREATION PROCESS
   - ADV: mainly inside your firm
   - PR: with (outside) media
7. DIRECT TARGETS
   - ADV: your target consumer/audience
   - PR: the editors of the media
8. DESIRABILITY
   - ADV: intentional and positive
   - PR: sometimes forced (e.g. interviews after a calamity) and can be positive or negative
9. STYLE
   - ADV: motivating to buy (buy now!)
   - PR: neutral, informing
10. AIM
   - ADV: sale
   - PR: information, new
11. RESEARCH BASE
   - ADV: marketing research
   - PR: media research
12. PLACEMENT
   - ADV: in the advertising section, 'below the fold'
   - PR: news is important, has priority, 'above the fold'
Of course, for maximum effectiveness of what you are trying to communicate, your marketing programs should always try to combine and incorporate both advertising and public relations. See also the Validity Effect.
Who can add an additional difference between PR and Advertising?