07.28.06
Advertising vs. Publicity
Frequently, the words advertising and publicity are used interchangeably by business owners. However, it is important to note that they are two different things which must be handled accordingly.
Think of advertising as choosing the media vehicles to get your message out to the public. You are in control as the buyer in determining how you will get your message across, which will ultimately increase your customer base. Will you buy radio time, run newspaper ads, and/or advertise on billboards? How much? These are examples of issues related to advertising.
Publicity is different. With publicity, you are not in control. Sure, you may put the information you want known in the form of a press release, but that isn’t a guarantee that it will get picked up and written about by reporters or your particular industry. With publicity, you are no longer the buyer so you need to convince the media that what you have to say is newsworthy to THEIR buyers. That isn’t always as easy to do.
Both are important elements in promoting your business and increasing your customer base. Knowing how to effectively incorporate both into your business can prove challenging, but will definitely allow you to reap the benefits if mastered.
