Entry Level PR Advice

Differentiating Publicity and Public Relations

by Kate Catlin

I recently read an article in the PRSA’s PR Tactics that explored the rising confusion in defining the difference between publicity and public relations. The article referenced an important schism that has occurred within our industry and contemplates whether clients truly comprehend the value of public relations efforts.

Public Relations Takes (At Least) Two To Make Things Go Right
Public relations is an industry of experts that nurture relationships. The aim: build two-way conversations between clients and the people they want their message to reach. This communication is integral to the construction and strengthening of a durable brand. Managing continual feedback from all sides makes public relations effective, but, unfortunately, much of the industry is mistaken as publicity—a magic bullet that disseminates the message.

Publicity Is Like A Sales Team Throwing a Pie At Your Face
Publicity and promotions simply sell. The aim: gain the audience’s attention long enough to cram the message down their throat. The practice of publicity is archaic and ineffective for long term brand building. If you want the audience to be receptive to your message a second time, do not alienate them the first time. Selling is well and good, but let’s leave it to the advertising industry that has research to rationalize their manipulations.

A Computer Could Never Do Our Job
In recent years, new media has created generous opportunities for both public relations and advertising. As the article points out, however, press releases are currently being shoved out to audiences through the Internet at a record rate. The article raised concern over this trend creating “great publicity but weak public relations.” We are witness to the fusion of PR and publicity in the Internet age. As the two methodologies unify into a single communication approach, it becomes more and more important to clarify the stylistic differences. Legitimate public relations is far more effective than mere publicity to connect clients with their target audiences. How can we expect audiences to converse with us when they are being inundated with spam and publicity stunts aimed at selling to them? Without personal communication and interaction, public relations professionals will never be able to build valuable relationships between clients and their target audience.

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