Advertising Promotion

• Space or time in the mass media must be paid for.
• You determine the message.
• You control timing.
• One-way communication - using the mass media does not allow feedback.
• Message sponsor is identified.
• The intention of most messages is to inform, persuade, or remind about a product - usually with the intention of making a sale.
• The public may view the message negatively, recognizing advertising as an attempt to persuade or manipulate them.
• Very powerful at creating image.
• Writing style is usually persuasive, can be very creative, often taking a conversational tone - may even be grammatically incorrect.

Public Relations

• Coverage in mass media, if any, is not paid for.
• Interpretation of the message is in the hands of the media.
• Timing is in the hands of the media.
• Two-way communication - the company should be listening as well as talking and the various PR venues often provide immediate feedback.
• Message sponsor is not overtly identified.
• The intention of public relations efforts is often to create good will, to keep the company and/or product in front of the public, or to humanize a company so the public relates to its people or reputation rather than viewing the company as a non-personal entity.
• The public often sees public relations messages that have been covered by the media as more neutral or believable.
• Can also create image, but can sometimes stray from how it was originally intended.
• Writing style relies heavily on journalism talents - any persuasion is artfully inserted in the fact-based content.