There is a common misconception that if a company engages in paid adverting that they have little need for PR. Róisín Maxwell explains exactly why this is not the case.

So what is Advertising? Róisín explains, “It is paid for promotional space throughout different types of media including online, print, TV and radio. PR differs greatly!  It is a strategic communication process that builds relationships between organisations, the media and the public.”

Although advertising allows a company to have a consistent presence in publications or on air, editorially placed articles and broadcast interviews are more beneficial when it comes to a business telling their story. PR sparks a connection with your audience and promotes key messages. Consumers are more likely to believe and trust an article or broadcast interview opposed to an advertisement that they know has been paid for.

Advertising and public relations work well together but each have individual benefits that the other is unable to deliver.

PR campaigns and activity bring an element of credibility that advertising doesn’t. Independent editorials, features and interviews on a company or brand is given more attention than a paid advertorial which many people now skip and barely skim. PR done well adds value to the companies’ message, tells the businesses story and grabs attention.