I’ve been both a director of PR and director of Advertising, so can settle the debate.
Good PR is better than advertising. It tells your story in a mainstream, trusted way. It builds relationships with the press and other influencers. It establishes your mission and vision. It runs your web site and social media. All of these things are more valuable — dollar per dollar — than a mere TV, digital or other ad run.
That is, if your PR is good — and you have an actual story to tell.
But if your company only makes widgets, PR can only go so far.
If you are head of PR for a large non-profit, there are myriad stories you can pitch to get “free” press. Your social media will explode — for free! — with photos of puppies and babies, or whatever it is you do.
But the media doesn’t want to give free coverage to a for-profit company. Not often, anyway. You’d have to be imaginative to get free coverage on a regular basis — say if you own a bar and you have different events that you pitch, with well-crafted releases, photos, and lots of free passes to grease the press.
And if your company merely makes a product, good luck getting free press, unless it’s your anniversary or there’s some other milestone.
So, PR works better IF — and a big IF — your company is interesting. From an objective standpoint, can you say your business is? Really? (Most aren’t.)
And the other thing to consider — most PR people aren’t very good at their jobs. You’ll end up paying some empty suit six figures to tweet twice a day.
For most types of businesses, advertising is more of a sure thing. That said, you need to hire the right person to do that correctly, as well.
There are lots of posers in both the PR and Advertising industries.
