Public Relations & Advertising

Advertising

    Purpose: to foster the consumption of specific goods and services - ultimately, to sell

    Method: purchase time or space and fill with advertising message

Public Relations

    Purpose: to shape public opinion (attitudes, beliefs, and perceptions) and public policy. 

    Method: manage the flow of publicity:

·        information about an entity generated by others; and

·        information between an entity and its publics
        - this may include advertising

Techniques:

·        press releases and press conferences

·        advocacy advertising

·        direct lobbying

·        third party advocacy: front groups; hired experts; hired science 

·        staged events: photo ops, publicity stunts

·        speeches, receptions, talk show circuit, book tours

·        newsletters, emails, websites

·        targeted law suits

Both advertising and PR are forms of propaganda, i.e., both deliver messages serving an agenda intended to influence and persuade with respect to an idea or action

Both advertising and PR may have a non-commercial orientation

- social & political propaganda