“Advertising vs. Publicity”

“Advertising vs. Publicity”
In this lesson we round out our discussion on the ins and outs of publicity and what it’s not – and get into one of the most popular forms of getting the word out about your product or service – Advertising.

Advertising is the obvious way to promote a business or product. However, if you are searching for inexpensive ways to promote your company, it may not always be the best option. Plenty of people have questions about advertising versus publicity, and today we are going to tackle them both.
These two industries are very different, even though they’re often confused as being the same. While advertising has its place, for many cases publicity is the smarter way to promote a business or product. Good publicity allows you to achieve results that you may never be able to purchase. This chart compares the methods in a simple and short format:
Advertising
Publicity
CostPurchasing ad space is usually expensive, depending on the medium you choose. When you pay for ad space, you know when your ad will be run, for how long, and what paper or entity you have chosen.
Cost-EffectiveA great story can get printed in any paper and be included in local news. This is something you may never be able to afford. It is very possible that after sending a great media release you may get statewide, nationwide or even international exposure, absolutely free.
Control:
When you are paying and you are a customer you have the control over what people will read and how your customers will see you. What your ad will say, how long it will be ran, etc will be completely up to you (and your budget).

No Control:
Once you submit the facts to the press and/or allow them to cover your event, you have no control over what they may print, what photos they may use, and whether or not they are complimentary or offer a critique. And remember just because you send a press release, they don’t have to print it.

Long Shelf Life
When you pay for an ad, you can run the same ad as long as you want.
Shelved
Once you submit a press release it becomes dated. You may get much needed exposure, but editors are always looking for new news. Even after coming out of a great community event, in order to stay in the public eye, you must keep doing new events or keep bringing good news.

Lack of CredibilityDo you believe everything said in advertisements? When someone reads your ad with all of your clever dictionary words, they may be thinking this is too good to be true and that you must have left something out. In today’s overflow of information and consumer advertising, many people have learned to tune ads out.
Strong CredibilityWhen readers pick up an article and read about your company from a third party, they are more likely to trust what a journalist or broadcaster said about you than what you say about yourself. An article about your business or a mention on the evening news has far more credibility than an advertisement could ever have.