In the world of marketing, there’s a common question that comes up often: “What’s the real difference between PR and advertising?” Both can deliver visibility and drive awareness, but when it comes to building long-term trust, the value of PR’s earned media shines. Through my years in the PR industry, I’ve found that earned media doesn’t just reach audiences—it validates brands by offering that all-important third-party endorsement. This credibility is what often tips the scales for consumers, making PR a vital element in any brand’s strategy.
Think of advertising and PR as different routes to the same goal: connecting with an audience. But each route works in unique ways. In advertising, brands pay for control over the message, placement, and timing. Ads can be a great way to raise awareness and generate clicks quickly. Yet, they’re still seen as a controlled, paid effort by the brand.
In contrast, PR focuses on earning coverage by creating newsworthy, engaging stories that a publication or journalist sees value in sharing. Here, you’re giving up a degree of control, but in return, you gain something incredibly valuable: credibility. When respected media outlets choose to cover your story, it signals to their audiences that your brand has merit. This third-party endorsement builds trust that no amount of paid promotion can replicate.
The trust factor of earned media makes PR unique. When a reputable publication features your brand, it’s like receiving a personal recommendation from a trusted friend. Readers view this coverage as more objective and reliable, which can significantly influence their decision-making. A customer who sees your brand in a respected outlet is much more likely to trust your offering, leading them to take that next step—whether that’s visiting your site, signing up for updates, or making a purchase.
Advertising stops delivering value once the budget runs out, but a PR placement can continue to bring in returns long after it’s published. Articles, interviews, and features in high-quality publications often remain accessible online and can be rediscovered by new readers over time. This longevity means that one solid earned media placement can keep benefiting your brand for weeks, months, or even years, delivering greater ROI.
PR allows your brand to be part of relevant conversations without the overt sales pitch that advertising typically carries. For example, if your company has a strong commitment to sustainability, a feature in a publication focused on environmental issues lets you demonstrate this value authentically. Readers feel a deeper connection, seeing your brand as more than a product or service—they see it as a company with a mission.
An often-overlooked benefit of earned media is its impact on your digital presence. Articles in respected publications typically include links back to your website, which are valuable for SEO. As more people click through these links, search engines see your site as more credible and relevant, improving your rankings. With time, this increased visibility can compound, amplifying your reach across digital platforms organically.
While PR and advertising offer different benefits, they work well in tandem. Advertising can quickly get your brand in front of a new audience, while PR provides the authenticity and credibility needed to convert interest into loyalty. For example, an ad campaign might create initial awareness, while a well-placed article solidifies trust. By integrating PR and advertising, you create a balanced approach that both drives attention and builds credibility.
Today’s audiences are savvy, and they’re looking for brands they can trust. Earned media through PR serves as a powerful tool to meet this demand, offering consumers a brand experience that goes beyond promotion. For businesses aiming for meaningful, long-lasting impact, PR is an invaluable investment that builds connections, drives trust, and ultimately, makes a difference in the bottom line.
-By Marcy Clark, founder of Marcy Clark PR & Events and VisionaryMafia
