Any PR professional can tell you that they have struggled with trying to explain to their friends or family what it is exactly that they do. We write articles, but are not the author, we organize interviews but are not on TV and as the Bad Pitch Blog points out, a common response to why we are doing this is “why don’t your clients just advertise in the publication because: PR and advertising are the same, right?” Wrong.
Many share these misconceptions because advertisements are familiar to them and PR is not. As the article states, our friends and family definitely see that when a company wants people to know about a product or service they buy an ad in a magazine or piece together a TV commercial.
PR however paints a bigger picture of the product, service or issue at hand, feels more organic, and is about education. Our job is to teach the media and the consumer about a differentiator they are not aware of. We communicate with editors and reporters and bloggers and podcasters to get them to tell our client’s story, provide knowledge so our target audience can make decisions without explicitly selling to them, versus the goal in classic advertising.Tweet