PR packages include press release writing, distribution via segmented media lists and news agencies, media monitoring and reporting processes.
Brands constantly seek effective ways to increase visibility, build credibility, and increase sales. Among the primary tools used to achieve these goals are public relations (PR) and advertising. Often working together, PR and advertising are distinct disciplines with different goals, methods, and outcomes. Understanding the difference helps businesses make more informed choices about brand positioning or boosting brand awareness.
In today’s fast-paced digital landscape, brand visibility can make or break a business. To establish this visibility, companies have two powerful tools: Public relations (PR) and advertising. Although these tools often serve similar end goals—like increasing brand awareness and driving customer engagement—they differ significantly in many ways. In this blog post, we’ll explore the differences between PR and advertising, with a focus on online PR and press release distribution as essential strategies for building brand reputation in a cost-effective and impactful way.
Public relations is the strategic communication process used by people or organizations to build mutually beneficial relationships with their target audiences. It focuses on earning attention and credibility by creating and sharing meaningful stories. PR includes a wide range of activities such as media relations, crisis communication, interviews, featured articles, events, public speeches, and most importantly press release distribution — all designed to manage and enhance a brand’s reputation.
PR is focused on earned media, which means that coverage is gained through merit and storytelling rather than paid promotion. It builds credibility, fosters trust, and helps in reputation management. Whether it’s an interview in a top-tier publication or a news announcement picked up by local media, PR positions a brand as a thought leader and industry authority.
Advertising, unlike public relations, refers to paid media. It is a paid form of communication. It involves purchasing space or airtime on various platforms (TV, radio, digital, or print) to promote a product, service or brand. With advertising, companies control the message, timing, and placement entirely. It’s a fast and scalable way to build brand awareness and increase sales but lacks the organic trust that PR often provides.
It is true to say that advertising buys attention, while PR earns trust. A well-crafted ad campaign can be memorable and persuasive, but it often lacks the third-party validation that comes with media coverage through PR. While advertising is perfect for instant impact, PR is a long-term investment that pays dividends in reputation and brand positioning.
To better understand, let’s take a look at the key differences between PR and advertising:
The primary difference between PR and advertising lies in credibility and control. PR relies on third-party validation—news outlets, journalists, or influencers pick up a story and share it, giving the brand credibility. Advertising, on the other hand, is controlled and guaranteed but often perceived as less trustworthy because audiences know it’s paid for.
As Robert Wynne noted in Forbes, “Advertising is what you pay for, publicity is what you pray for." PR can secure earned media—coverage you don’t pay for but earn through compelling stories, which resonates more authentically with audiences.
The rise of digital media has reshaped the PR landscape, giving birth to online PR or digital PR. Unlike traditional PR that relied heavily on print and broadcast outlets, online PR leverages digital platforms to share brand stories, engage with stakeholders, and improve visibility through SEO-friendly content.
Here’s why online PR stands out:
Online PR combines the credibility of traditional media with the efficiency and reach of digital platforms. It’s cost-effective, measurable, and aligned with today’s search and social media behavior.
If the topic is online PR then we also need to talk about press releases. They are the backbone of any online PR strategy. Thus, at the heart of successful online PR is press release distribution. When written effectively and distributed through the right channels, they can serve as powerful tools to announce product launches or company milestones, share industry insights and thought leadership, respond to crises or clarify public misunderstandings, and increase brand mentions across respected news portals.
A well-written press release, when distributed strategically, serves multiple functions:
In short, press releases are powerful storytelling tools that connect your brand with journalists, search engines, and target audiences simultaneously!
To better understand how to set and measure the success of your PR campaigns, you can explore this detailed guide: How to Set and Measure PR Performance Goals
Let's say you're going to start a new campaign. You can't decide whether to do PR or advertising. When deciding between PR and advertising, you can ask yourself some questions:
Q: What is your primary goal?
A: If it’s to build long-term credibility, PR is the way to go. If you need immediate sales or awareness, advertising might work better.
Q: What is your budget?
A: PR often costs less but requires patience and consistency. Advertising delivers faster results, but at a higher cost.
Q: What kind of audience are you targeting?
A: B2B companies may benefit more from PR’s authority-building, while B2C companies might lean towards advertising for product-focused campaigns.
Q: Do you want to build a relationship or just visibility?
A: PR fosters relationships, while advertising ensures visibility.
Both PR and advertising can play valuable roles in a brand's communication strategy. In many cases, an integrated approach that combines both PR and advertising delivers the best results. For example, a press release can raise awareness organically, while a targeted ad campaign can reinforce the message to a specific audience. In the ideal case, the two disciplines should complement each other. Use advertising to draw attention and PR to build trust and authority. Here’s how to determine which is best for your needs:
In a world where visibility is currency and reputation is everything, PR is no longer optional, it’s essential. That’s where B2Press steps in. If you are looking to strengthen your brand reputation, gain media visibility, and boost search engine performance, B2Press is your go-to partner for online PR. As an expert in press release distribution, we offer tailored packages that help brands reach their target audience across trusted media outlets. With measurable outcomes, SEO-friendly content, and global coverage, we simplify PR for brands. From content creation to media list targeting and distribution, we ensure your story reaches the right target audience—whether local, regional, or global.
Here’s why brands trust B2Press:
With a network that spans thousands of journalists and outlets, B2Press turns your news into media coverage in a fast, reliable, and cost-effective way. Whether you're launching a product, handling a crisis, or aiming for international exposure, B2Press is your ultimate partner in the online PR landscape.
