But in its purest form, PR is often about media relations – in other words, generating positive editorial commentary, whether in print, online, digital of broadcast format.
Many people are unaware that a high proportion of the articles seen in the media originated from a public relations agency, from the launch of a new technology to the latest report on eating habits. None of these stories appear from nowhere – they were conceived, written, tested and negotiated with the media, by good PRs, for their clients.
not advertising remember that PR and advertising are not the same!
Whilst advertising is paid-for media, public relations is earned media. For example, PR may involve convincing an editor to include a positive story about a client, brand or issue; or creating a promotion or other concept that appears in the editorial section of that media (not in a paid-for slot). The result therefore has more credibility: it appears to have been verified by an independent third party, not bought.
Studies also show that PR is several times more read, believed and retained than advertising. For example, a 2014 Nielsen study concluded that PR is almost 90% more effective than advertising.
PR is cheaper too!