''Advertising you pay for, PR you pray for''

Advertising and PR are both designed to elevate consumers' interest in a company, product or service in a positive and compelling way to generate new customers, while also reinforcing the choices existing customers have. Both often use the same media, but this is where the similarities end.

PR generates news coverage and news coverage builds credibility. The objective of PR is to tell your story through third party outlets, primarily the media. People believe what they read in newspapers and magazines, what they hear on the radio and what they see on television.

Credentials and quality

Unlike advertising, PR doesn't rely on reach or frequency, but rather the credentials of the medium and the quality of the placement. A published article or a broadcast story on radio and television will go a long way in positioning the company as an industry leader and generating awareness without costing money.

Believability is key for this to work. When the elements of a PR campaign appear in the press, the implied third-party endorsement leads to greater credibility and consumers accepting the message as fact. This is one of the most powerful benefits of professional PR - it turns important, pertinent information about a business, product or service into interesting, focused, compelling news.

The effectiveness of PR and the associated media use is highly influenced by personal relationships with the press. PR concepts can be pitched to the editors and journalists ie the decision makers, in such a way as to give them legitimate news ideas that also include and benefit the PR practitioner's clients.

This includes facilitating interviews between the press and clients and building long-lasting relationships that provide a ready source of information and interview possibilities when media need to tap into reliable, knowledgeable sources to support related news stories.

Proactive

Effective PR is an efficient and affordable way to promote a business. A proactive PR programme is the foundation for effective communication with external audiences. Strategic PR raises awareness and establishes positioning for a company to attract the right kind of customers, potential investors and future employees – through education, explanation and example.

Companies need to build PR into their annual budgets and use PR on an ongoing basis, not only to highlight a new product. Advertising will get feet through the door but PR will lend the credibility to a product or service.

A well-placed press release can reap benefits for an extended period, while a well-researched and effective PR plan can help meet business objectives including gains in market share, solidify client's brand positioning and perceived competitive strength, product or service.

Essentially PR should be used to establish the credibility of the brand with advertising following up by reaffirming and reinforcing the brand's credibility.