Date: 7/15/2008

Tonic Tip: 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. 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 companies can't afford advertising. For example, say you own a small pet boutique and decide to place an ad in the local paper for a week. That ad may cost you $2,500 to place (not to mention graphics, design, etc.), and you may reach 150,000 people.

Now apply that money to a PR campaign - by supporting your business through regular communication with the media, you can generate ongoing editorial coverage for your company or products. Very often, one public relations-generated media placement can have an advertising equivalency that far exceeds the value of a small ad. And even better, studies show that consumers have more trust in what they read or see as editorial coverage, versus what they are told in advertising.

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