September 10, 2020
Why PR is Better Than Advertising

Since public relations and advertising both work toward accomplishing the same goals for a business or organization, it can be difficult to determine the difference between the two and which is more effective. At their core, advertising and PR are tools that brands use to reach their target audience and promote their product or service. The most basic difference between the two is that advertising spots are paid for, while public relations placements are earned through media pitches and press releases. With money on the line, marketers feel immense pressure to decide where they should focus their efforts and with all due respect to Don Draper, PR is better than advertising.  

Builds Credibility

One of the most pressing downsides of advertising is the lack of authenticity. Consumers know that image, video or message was bought, and unless it’s something compelling like a Super Bowl commercial, they are unlikely to give it their full attention. Think of the last time you were watching a YouTube video or your favorite Hulu series. Do you remember the ad that played before it started or did you skip at the earliest opportunity? 

Public relations, on the other hand, provides third-party credibility in the form of a journalist, blogger or influencer. A company or organization pitches an idea, but the story itself is told by someone else. Just as you did for the advertisement, now think of the last article you read or news story you heard. Chances are it’s much easier to remember specific details since the information came from a reliable source rather than straight from a business. That’s the power of PR in action. 

Expanded Reach

When it comes to advertising, you get exactly what you paid for and nothing more. Let’s use TV commercials as an example. If a law firm pays for a 30-second ad to promote its criminal defense practice, the law firm gets a 30-second ad to promote its criminal defense practice. However, with public relations, messages and information can be delivered time and time again. 

Instead of a commercial, let’s say one of the firm’s attorneys scores an interview with a business publication about a recent case. While the message is out of the firm’s hands, that article could then be picked up by another publication, shared on social media or used in a media pitch to secure another interview. Now, instead of just one ad that was over and done with in less than a minute, the firm has generated far more exposure and reach through its PR practices. 

Integrated Approach

We use public relations, content marketing, influencer marketing and more to improve reputations, relationships and results.

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Establishes a Connection

One of the easiest ways to highlight the value of public relations is to think of it like a conversation between your business and members of your target audience. Take social media, for example. Your company’s Facebook, Twitter, LinkedIn and Instagram profiles allow for a direct line of communication between your brand and your consumers, establishing a connection and making them feel a personal bond to your business. 

Advertising, on the other hand, is a form of one-way communication. It’s one brand pitching its products or services to its target audience and while it is still possible to generate a response from someone, it doesn’t incite a conversation or connection the same way that public relations does. Advertising is about communicating to the masses, while PR includes more of a personal touch. 

More Bang for Your Buck

Regardless of industry, many business decisions come down to a matter of dollars and cents and for the purpose of marketing a brand or product, public relations is a much better investment than advertising. For example, placing a print ad in a business journal can be quite costly. Between spending money on the placement and valuable time on the design and copy, it’s an expensive play for an ad that will likely be ignored by many of the readers. 

However, what if your company secured a story in that same journal rather than placing an ad? Subscribers read that journal for the stories, not the advertisements. Now, there’s a real opportunity to establish a connection and generate new business leads at a fraction of the cost of advertising. That same journal article can then be shared on social media, turned into a blog post or used in a pitch to earn even more coverage for your business. 

Advertising still has its place in the marketing world, particularly when it’s used to reinforce something that has already been told through media coverage, but the power of public relations for your business can’t be understated. Our agency is rooted in the foundations of public relations, and we have taken that deep bench of experience and created a unique brand of integrated marketing that puts relationships and reputations at the forefront. If you need help fleshing out your public relations strategy or just want to bounce around some thoughts, let’s connect. We’d love to start a conversation with you about how we can create results for your business. 

McDonald’s

Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google like your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.