NGS Communications

If you’ve recently started your business and are exploring ways to get your brand noticed, you’ve probably heard the terms public relations (PR) and advertising thrown around a lot. Many new entrepreneurs—even the most promising ones—often get these two confused. Some even assume PR means guaranteed publication in newspapers or online media. Spoiler alert: it doesn’t work that way.

Both PR and advertising are powerful tools under the vast umbrella of Integrated Marketing Communications (IMC)—the strategy that ensures all your marketing efforts (from social media to events to ads) work together harmoniously to build your brand. But each has its unique role, strengths, and limits.

Let’s break it down.

---

What is Public Relations (PR)?

Public relations is all about building and maintaining a positive image and trust between your business and your target audience. PR helps shape how people perceive your brand, often through credible third-party channels like media outlets, influencers, or community organizations.

Common PR tactics include:

• Writing and distributing press releases to media outlets
• Pitching feature stories or interviews
• Managing crisis communication
• Hosting events or community initiatives
• Engaging with stakeholders and thought leadership

Key thing to remember: PR is earned media. You can’t buy a journalist’s or influencer’s authentic endorsement—you earn it through a compelling story or relevance.

Example:
If you own a sustainable skincare brand and a lifestyle magazine writes about how your business supports local farmers, that’s PR. You did not pay for the media to write about it. You earned it because your story mattered.

Benefits of PR

• Builds credibility and trust (people trust media coverage more than ads)
• Positions your brand as an industry expert
• Can lead to long-term goodwill and stronger brand reputation
• Often costs less than paid advertising

Disadvantages of PR

• No guaranteed publication or coverage (editors may not pick up your story)
• Harder to measure direct ROI
• Takes time to build relationships with media and gain traction

What is Advertising?

Advertising is a paid form of promotion where you control the message, the timing, and the placement. You buy ad space (whether on Facebook, Google, TV, radio, or print) and you decide exactly what the audience sees or hears.

Common advertising tactics include:

• Social media ads (Facebook, Instagram, TikTok)
• Google Ads (Search or Display)
• TV, radio, or billboard placements
• Print ads in magazines or newspapers

Example:
If you pay for a sponsored Facebook post that highlights your skincare product’s launch promo, that’s advertising. You control the visuals, the message, and who sees it.

Benefits of Advertising

• Guaranteed visibility—Since you paid for it, media platforms guarantee the placement of your ad or the publication of your article.
• Immediate results (especially with digital ads)
• Highly measurable (through clicks, conversions, reach)
• Great for driving sales or short-term promotions

Disadvantages of Advertising

• Can be expensive, especially for small businesses
• Audiences know it’s paid, so it’s often seen as less credible
• Effect stops when the ad campaign ends

PR vs Advertising: Which One is Good for Your Business?

In choosing between PR and advertising, you need to understand your goals and where your business is in its growth journey.

Ideally, businesses should use both. Advertising creates awareness and drives conversions, while PR builds credibility and emotional connection.

Quick Tip for New Entrepreneurs

If you’re just starting, focus first on telling your story—why your business exists, what makes it different, and who it helps. Then decide how to share that story:

• Through PR, if it’s newsworthy and authentic.
• Through Advertising, if you need to boost visibility fast or promote an offer.

Advertising makes people aware of you. PR makes people believe in you. Smart businesses invest in both.

When used strategically and together, PR and advertising can amplify your brand in ways money alone can’t buy.