Who of you has not faced the problem of deciding how to distribute your marketing budget? To choose between public relations or advertising: Which one is better and which one is more effective? We should choose between one or the other? Or do they complement each other? In which moment do I use one and when do I use the other?Although you understand some public relations and advertising, it is very common that, as a marketing manager, you do not know the potential that these marketing tools can have, both in isolation and in combination. The results achieved may be greater than expected, if executed under a well-defined communication strategy, but especially through a specialized team that manages to integrate both disciplines and make them coexist for a common goal.
First we must understand that although both communicate, they do not necessarily pursue the same goals. On one hand, advertising grants a brand recollection and almost immediate product knowledge; on the other hand, through public relations (PR), you build a brand reputation, or change the consumer perception.
While advertising almost directly generates a product sale or service by strengthen the brand awareness through the purchase of advertising space, public relations will boot long-term return on investment by building brand reputation and positioning with free publications in the media (publicity).
Having said this, we can consider that both marketing tools can complement and create synergy to enhance a communication strategy. However, it is important to know the limits and scope of both disciplines to build a more effective strategy. Here the challenge is to choose and have expert teams that can structure a communication plan in which resources are maximized.