The Difference Between PR, Marketing and Advertising

Many people need clarification on the terms PR, marketing, and advertising. This article will explain the main differences and similarities between these business functions. We will compare objectives, daily activities, and how the functions work together to promote the brand and contribute toward sales targets. We will also look at the metrics used to measure success.

published: November 30, 2021
updated: April 15, 2024

Definition of PR

Public relations is defined as the management of reputation and image. It refers to the process of building mutual understanding and trust between a customer and a brand.

Learn more about what is PR

Definition of marketing

Marketing is defined as the process of identifying and satisfying customer needs profitably whilst building relationships with consumers. This is mainly done through selling products that meet those needs.

Definition of advertising

Advertising is defined as communication techniques used to sell products or services. The aim of advertising is multifaceted, primarily designed to increase brand awareness, generate demand, and support sales. It plays a crucial role in building brand identity, enhancing customer engagement, and educating consumers about products or services. Additionally, advertising influences public perception and helps shape consumer behavior in alignment with a brand’s strategic objectives. This all in a bid to persuade people to respond in a certain way to the product or service advertised.

The difference between PR, marketing, and advertising

To briefly explain the difference between public relations, marketing, and advertising, marketing focuses on creating revenue-generating opportunities by promoting and selling specific products or services. PR differs from this as it is concerned with creating and maintaining a holistic, positive reputation for a company, brand, or person. Advertising is the communication method used to sell products.

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1

Public Relations

Within the holistic spectrum of marketing communications, PR is a support tool for the overall organizational objective. A key point to remember is that PR focuses on editorial content for promotional activities.

A key point to remember is that PR focuses on editorial content for promotional activities.

In public relations, we also use third-party endorsements and earned media to create publicity. This is different from marketing activities because marketing uses paid-for advertising to create awareness. Additionally, PR aims to share value-adding and trustworthy information, as opposed to convincing a crowd to purchase products. For example, advertising activities will share product-specific content, such as sustainable features and capabilities. PR will enhance these efforts by sharing thought leadership stories about the creators behind the product and their vision.

Learn more about thought leadership
2

Marketing

Marketing is focused on promoting a specific product, service, or idea to increase sales. As part of the overall marketing activities, this includes conducting market research and formulating advertising campaigns. Due to the strong focus on generating sales and making profits, promotional messages are created to stimulate market demand that results in purchases.

3

Advertising

Advertising is chiefly concerned with persuading a target audience to buy a product or service. This would usually be done through television, internet, radio, or billboards and posters. Advertising is a marketing component, providing information on the specifics of a product to get people to take immediate action toward it.

Comparison of activities

The tasks that PR teams, marketing teams, and advertising teams are responsible for differ significantly. This includes the functions of each department, the target audience, and the metrics used.

PR
Marketing
Advertising
Objective

Establish relationships with the company’s stakeholders, including customers, shareholders, and the media.

Positive image creation

Creating mutually beneficial partnerships with journalists

Acquiring new customers

Generating profits

Aligning with other parts of the organization

Achieving the strategic objectives of the organization

Communicating the functional benefits of the product

Customer acquisition and customer retention

Achieving a return on investment targets of campaigns

Daily activities

Pitching a story to the media

Journalist relationship management

Investor relations

Creating content that promotes the brand, for example, how the company CEO is a thought leader

Fulfillment planning with operations and manufacturing teams

Sales forecasting split by product and region

Reviewing customer research and feedback

Purchasing advertising space on radio, television, or online

Budgeting for a media campaign

Targe Audience

Customers

Employees

Investors

Media contacts

Customers (new and existing)

Shareholders

Suppliers

Customers (new and existing)

Metrics

Reach

Share of voice

Social engagement

Quality of coverage

Domain Authority

Traffic from earned media

Number of positive press mentions (online, trade publications, broadcast, social media)

Awards and special recognitions

Gross profit

Share price

Revenue

Brand awareness

Leads and sales

Customer acquisition cost

Traffic

Conversion rates

Brand awareness

Customer engagement

Marketing spend per customer

Lifetime value

Market research focus

Identifying which journalists have influence in the industry

Selecting media outlets to build relationships with

Understing the geographical locations of current and potential customers

Understanding which media the customer is consuming e.g print, TV, digital

Creation and articulation 
of brand values

Explains the brand promise in press releases

Using marketing research to build a value proposition and converting into the brand promise

Using the brand assets in ads

Working towards sales targets

Highlighting the research and development of new products

Deciding which product to promote depending on the customer needs and production capability

Promoting products

Impact on brand

Building the brand through positioning

Creating the brand based on market research

Using the brand assets in advertising campaigns

Position in organization hierarchy

Reporting to the central marketing team

Align with other marketing teams on key events

Reporting to the board of directors

Working with operations, sales, and service teams to align on the organization's strategic objectives

Reporting to the central marketing team

Align with other marketing teams on product

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How PR success is measured

Depending on the PR and/or marketing campaign’s goal, different KPIs will be involved in measuring the success of activities. You need something tangible to show how PR and marketing contribute to company profits and ROI. KPIs make goals more realistic and demonstrate how investments in PR and marketing support overall company goals.

Media outreach

One of the metrics that the PR team is measured against is the number of press releases and pitches the PR team has sent and how they perform after getting published, the amount of coverage each piece of media coverage generates, and if it contains a backlink to the company website.

Earned traffic

This is the number of visitors that were driven to the company website as a result of PR activity and receiving links. Earned media traffic is different from traffic gained through advertising.

Domain authority

Domain authority is measured using tools like Semrush and Moz. By securing link placements on third-party websites, PR can contribute to how well a website ranks on search engines. This impacts domain authority and SEO.

What makes measuring PR difficult is that the results cannot always clearly be linked to ROI.

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How marketing success is measured

Marketing metrics should be aligned with the organization's strategic objectives.

Share price

Share price is a primary concern for public companies, significantly influenced by shareholder perception, which is partly shaped by the PR team's management of communications and public image.

Gross profit and revenue

Gross profit and revenue will also be key metrics for the marketing team and the entire business.

How advertising success is measured

Advertising KPIs will vary, depending on the type of advertising the company is running.

Click-through rate

The Click-through rate is used to measure the effectiveness of online campaigns. CTR refers to the ratio of clicks on a specific link in comparison to the number of page views. As an example, the number of people that see an ad vs. the number of people that click on it and land on the webpage.

Cost per click

Cost per click is how much you pay every time a customer clicks on an ad.

Conversion rate

This represents the ratio of website visitors to those who become customers or actually purchase the product.

Overlaps and similarities

PR, marketing, and advertising are inherently different from each other. As all help build brands and communicate with target audiences, they create and rely on clear messaging. They establish the brand's identity and voice. This requires the marketing department and PR team to align on key messaging, target audiences, and communication strategies to ensure the unison / synergy of messages.

1

PR

PR is concerned with reputation management; the related communication activities set out to establish the market authority of the brand, build trust, and gain publicity through earned media and third-party endorsers.

2

Marketing

Think of marketing as the umbrella that holds all product strategy, sales promotion, and product pricing activities together. Marketing doesn't consist of a single activity but rather multiple processes that lead to the overall marketing & communications goal. In this sense, marketing represents the combined efforts that create awareness, acquire customers, and drive profits.

3

Advertising

Usually, advertising messages are accompanied by a specific call to action, such as "limited time offer, buy now."

How PR, advertising, and marketing work together

PR works alongside your marketing and advertising efforts, delivering a consistent message to impress your target audience. At PRlab, we seamlessly integrate earned, owned, and paid media strategies across all touchpoints to amplify your reach and maximize impact. Particular business goals may dictate what function is used and when, and each can be scaled back or implemented accordingly.

While all three have worthy aims and purposes, PR offers the most benefit and can provide more value and stronger ROI.

Conclusion

Hopefully, this article has helped you understand the difference between PR, marketing, and advertising. Although they have many similarities and their goals may overlap, the various teams have different priorities. The teams should complement one another in delivering a single message to the customer but use different tactics to achieve their goals. They each use very different metrics of success.

November 30, 2021
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