By Savannah Kirmis, Senior Account Executive at Evolve PR and Marketing –
If you’re investing in growing your business, you’ve likely thought about how to get more visibility: more eyes on your product, your service, your mission. Maybe you’ve considered advertising, or you’re mulling over whether or not to hire a public relations partner. But what’s the real difference between the two? And more importantly, which is the better fit for your goals?
Both PR and advertising are powerful tools, but they work in very different ways. One is about controlling the message; the other is about earning trust. To make the best decision for your brand, it’s essential to understand the difference, and what that means for your bottom line.
The Core Difference: Paid vs. Earned Media
At the heart of it, advertising is paid, and public relations is earned.
When you advertise, you’re buying space. This could mean a digital ad, a billboard, a magazine page, or a 30-second TV spot. You pay to say what you want, how you want, when you want.
With PR, you’re not buying space. Instead, you’re earning media coverage by creating stories that journalists, bloggers, influencers or the public want to share. It’s about building relationships, trust and credibility. Ask yourself – which one carries more weight?
Control vs. Credibility
One of the biggest misconceptions about advertising is that control equals effectiveness. Yes, in advertising, you control every word, every image, and every call-to-action. But that control comes at a cost, both literally and figuratively.
PR, on the other hand, focuses on something arguably much more valuable: credibility.
Think about it: consumers know an ad is an ad, and that you paid for it. But when a journalist writes about your business in a newspaper or a respected online outlet, that’s a third-party endorsement. It’s earned trust, and in a world full of noise, trust cuts through. In fact, a Nielsen study found that earned media (like PR) is 88% more trusted than paid advertisements.
PR Is a Conversation. Advertising Is a Monologue.
Advertising talks at people. It’s a one-way communication: “Here’s what we sell. Here’s why you should buy.”
PR starts a conversation. It opens the door for dialogue through interviews, press releases, thought leadership articles, podcast appearances, social media engagement and more. Good PR doesn’t just promote – it positions. It tells the story behind your brand and gives your audience something to connect with, believe in, and buy into.
Timelines and ROI: A Different Rhythm
Another key difference in the two methods is timing. Advertising can have a quick turnaround. You can buy ad space today and see it live tomorrow; it’s immediate and predictable.
PR is more of a long game. It involves pitching, follow-ups, editorial calendars and relationship-building. But when the results come in, they often have a longer shelf life and a more lasting impact.
Here’s the payoff: a great PR placement—like a feature in your industry’s top publication—can live on for years, be repurposed across your website and sales materials, and continue boosting your credibility long after the news cycle moves on.
Advertising stops the moment you stop paying. PR, done right, keeps working.
When to Use PR, Advertising, or Both
Here’s the truth: It’s not always either/or. In many cases, PR and advertising work best together.
Advertising is great when:
- You need to promote a specific product or sale
- You want guaranteed visibility on a set schedule
- You’re launching a time-sensitive campaign
PR is essential when:
- You want to build long-term brand awareness and trust
- You’re announcing major company news, partnerships, or funding
- You’re looking to position your CEO or founder as an industry expert
- You want to manage or protect your reputation
- You’re telling a story—not just selling a product
Together, they can amplify each other. A strategic PR campaign can drive credibility and awareness, which makes your advertising more effective. Meanwhile, ads can reinforce the stories you’re telling through PR and keep your brand top-of-mind.
With that being said, let’s not forget the intangibles. PR can open doors in ways advertising never will.
It can lead to:
- Speaking opportunities at industry conferences
- Awards and recognition
- Invitations to roundtables or advisory boards
- Strategic partnerships and investor interest
- A stronger employer brand (helping you attract top talent)
Advertising raises awareness. PR elevates your profile.
Need help figuring out how PR can work for your brand? Let’s talk.
Bringing people together through our relationships to promote and enhance their message to the world. Evolve PR and Marketing is a results-driven, full-service public relations firm that has been proudly ranked the number one public relations agency by Arizona Business Magazine for two years running. Located in the greater Phoenix area of Arizona, and expanding across the country, we’re here to elevate your brand, enhance your visibility, and create meaningful connections that make an impact.
