Public Relations VS Advertising
PR professionals are responsible for a brand's image, reputation and commercial results. Advertising is one aspect of the PR strategy.
The main differences are:
Messages and identityPR: perhaps the most important duty of PR professionals is to craft key messages. They can get to the heart of a brand's identity and establish what separates it from its competitors. PR develops the language and personality of a brand. The commercial area can use this structure to create advertising messages.
Content and narration: PR teams work together with sales people to develop compelling content. The aim is to tell a brand's story and encourage consumer interaction.
Reputation monitoring and management: publicity is not always a good thing. It depends on good PR to monitor a variety of communication channels to avoid negative attention. PR teams must ensure that a brand's reputation remains positive, they must decide how to respond to negative comments and ensure that the positive outweighs the negative.
Competitive analysisPR teams must understand what the competition is saying about their brand and how they are receiving the messages.