~~:: COMPARISON ::~~

COMPARISON
PUBLIC RELATIONS	ADVERTISING
·   Coverage in mass media, if any, is not paid for.	·   Space or time in the mass media must be paid for.
·   Interpretation of the message is in the hands of the media.	·   You determine the message.
·   Timing is in the hands of the media.	·   You control timing.
·   Two-way communication - the company should be listening as well as talking and the various PR venues often provide immediate feedback.	·   One-way communication - using the mass media does not allow feedback.
·   Message sponsor is not overtly identified.	·   Message sponsor is identified.
·   The intention of public relations efforts is often to create good will, to keep the company and/or product in front of the public, or to humanize a company so the public relates to its people or reputation rather than viewing the company as a non-personal entity.	·   The intention of most messages is to inform, persuade, or remind about a product - usually with the intention of making a sale.
·   The public often sees public relations messages that have been covered by the media as more neutral or believable.	·   The public may view the message negatively, recognizing advertising as an attempt to persuade or manipulate them.
·   Can also create image, but can sometimes stray from how it was originally intended.	·   Very powerful at creating image.
·   Writing style relies heavily on journalism talents - any persuasion is artfully inserted in the fact-based content	·   Writing style is usually persuasive, can be very creative, often taking a conversational tone - may even be grammatically incorrect.