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Public Relations vs
Advertising
Kelly Costlow
“Where every effort to break
through the clutter,
causes more clutter.”
(Persuaders, 2004)
• “A planned process to influence public opinion, through sound character and proper performance.”
– Seitel, 2011
Advertising• “A subset of marketing
where companies pay to have their message placed into media for the audience to see.”
(Seitel, 2011)
Understanding Differences
• Creative Control: limited• Shelf Life: one chance• Audience Control: semi-targeted• Cost: free
• Creative Control: unlimited• Shelf Life: unlimited• Audience Control: targeted• Cost: $$$$
•Media Conglomerate•Founded in 1923•149,000 employees
Targeting Dreamers
"In today's rapidly evolving media environment, we need to go beyond traditional forms of research to ensure an effective connection
with our audience – George Bodenheimer, President of ABC & ESPN
Public Relations• $ 1.45 billion in 2009• Global advertisements• Research Center
– Marketing– Brand integration
Advertising• In house• Restructured in 2010
– Global expansion
• Created in 2002 • Over 150 countries • The Global Fund• Invests 100% of profits to
HIV and AIDS programs in Africa
• Has prevented more than 7.7 million deaths
• Provide AIDS treatment for 3.2 million
Outsourcing Costs
Cost Comparison
$ 22.4 billion since 2002 $ 10.74 billion in 2011
References2012 Display Advertising Rates. (2011). Cosmopolitan Media Kit. Retrieved November
06, 2011, from http://www.cosmomediakit.com/r5/showkiosk.aspAnnual Cost of a Super Bowl Ad. (2011, February 06). The Big Picture. Retrieved
November 05, 2011, from http://www.ritholtz.com/2011/02/annualized-cost-of-super-bowl-ad-3-2-tn-german-gdp/
Duncan, A. (2011). 10 Differences Between Advertising and Public Relations. Advertising Strategies, Advertising Careers, and Small Business Advertising. Retrieved November 09, 2011, from http://advertising.about.com/od/careersource/a/10advpr_2.htm
Fontaine, J. (2010, November 05). Walt Disney Studios Restructures PR Dept – Deadline.com. Hollywood Entertainment Breaking News - Nikki Finke on Deadline.com/hollywood. Retrieved November 03, 2011, from http: www.deadline.com/2010/11/walt-disney-studios-restructures-pr-department/
Marx, W. (2009, June 22). Public Relations: The Latest False Dichotomy: PR vs. Advertising | Fast Company. FastCompany.com - Where Ideas and People Meet | Fast Company. Retrieved November 09, 2011, from http:www.fastcompany.com/blog/wendy-marx/brand-u-wendy-marx/public-relations-latest-false-dichotomy-pr-vs-advertising
Earnings Preview: The Walt Disney Company. (2011, November 08). CNBC Mobile Home. Retrieved November 09, 2011, from http://www.cnbc.com/id/45211411
Join (RED). (2011). Join (RED) Mashable Awards. Retrieved October 31, 2011, fromhttp://www.joinred.com/red/
O'Connor, K. R. (2009, June 17). Advertising vs. PR: What pays off? - Small Business Questions and Answers. Small Business Questions and Answers on CNNMoney.com. Retrieved November 09, 2011, from http:smallbusiness.blogs.cnnmoney.cnn.com/2009/06/17/advertising-vs-pr-what-pays-off/
The Persuaders [Television series episode]. (2004, November 09). In Frontline. PBS.Seitel, F. P. (2011). The practice of public relations. Upper Saddle River, NJ: Prentice Hall/Pearson.
(STARBUCKS) RED. (2011). Starbucks Coffee Company. Retrieved October 31, 2011, from http://www.starbucks.com/responsibility/community/starbucks-red
Walt Disney Company's Media Networks to Develop Emerging Media and Advertising Research Lab. (2011). The Walt Disney Company and Affiliated Companies - Corporate Information. Retrieved November 09, 2011, from http://corporate.disney.go.com/corporate/moreinfo/media_advertising_research_lab.html
York, E. B. (2008, November 06) Starbucks Launches 'Project Red' Campaign. Advertising Age. Retrieved on October 31, 2011, from http://adage.com/article/news/starbucks-launches-project-red-campaign/132847/