Tuesday, November 8, 2016

Difference between Advertising and Public Relations in Lagos, Nigeria

Advertising and Public Relations are both designed to create brand awareness in a positive manner making it safe to say that Advertising and Public relations are  similar in concept.

They are both marketing tools that often go hand in hand but are two completely different things with different goals.

International humorist Stephen Leacock defined advertising as: "the science of arresting the human intelligence long enough to get money from it”. Yes, Advertising is exclusively focused on promoting products or services with the aim to encourage or persuade target audience to purchase. 

Public Relations is about the reputation of an organization or brand. It involves ongoing activities to ensure the overall organization/brand has a positive public image. Public relations activities include building and maintaining a strong and solid relationship with the public.

Let’s take a look at some of the differences between Advertising and Public Relations;

     Cost: Cost is one big difference when advertising and PR is concern, while Advertising involves paying for space in publications or airtime, then using that space or airtime to deliver a message directly to consumers, usually focused on a targeted audience that will be exposed to the advertisement or commercial and the demographics of the audience but Public relations do not have fixed costs, it is not guaranteed that paying a certain amount will achieve a specific result or goals.

Creative Control: Advertising gives the company absolute power over the creativity of the message, since the company is paying for the space and time it will have virtually full creative control on what goes into that ad, subject only to any regulations or policies that restrict the content of commercials and ads.  While PR puts the media in charge, the media determine size, length, word choice, format and which photos are used.  The company may also not have layout control or control over how the media presents the information.

Shelf life: Since the company or organization pays for the advert space or airtime, the media can run your ads over and over for as long as your budget allows. An ad generally has a longer shelf life than one press release. In Public Relations you only submit a press release about a new product once or a news conference once. The PR exposure you receive is only circulated once e.g. an editor won't publish your same press release three or four times in their magazine or newspaper.

Branding and Presentation: Advertising involves introduction or presentation of a brand and also product recall. Advertisements are often times based on a brand or product and on a specific promotional message. While PR involves a mix of promoting specific products, services and events and promoting the overall brand of an organization e.g. promoting a message, reacting to events such as a scandal, or giving a view to a journalist writing a story that didn’t generate from the company's own publicity.

Writing Style: The writing styles are different. With advertising, you use “Call to Action” like Buy this product! Act now! Call today! etc. because You want to motivate or persuade people to buy your product or brand. Advert writing style is usually concise and creative while with PR you're strictly writing in a no-nonsense, serious and most times lengthy news format.

If you are thinking of advertising in Nigeria, please contact PoiseMedia Communications at www.poisemedianigeria.com or check our contact at the bottom of this blog. We can help you identify your market and reach them. We apply both BTL and ATL strategies to project our clients’ brands to the right audience. We can do same for you at very affordable price.

Lilian Izuorah
Business Development Officer
PoiseMedia Communications Ltd

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