The document discusses the differences and similarities between advertising and public relations (PR). While advertising focuses on brand awareness and paid media like commercials and print ads, PR aims to build reputation and trust through earned media coverage. However, the lines are blurring as both fields create content, leverage owned media, and measure impact across traditional and social platforms. The document uses examples from companies like P&G, BP, and Century 21 to illustrate how advertising and PR strategies can overlap or be used together.

1. Advertising or PR?

2. Once it was easy to tell the difference.

3. TV commercials
Print ads
Outdoor ads
Press conferences
Annual reports
Speeches

4. Advertising Public Relations
Purpose
Media
Content
Control
People

5. Advertising Public Relations
Purpose
Media
Content
Control
People
Brand awareness/sales
Paid
Ads, commercials
Agency, marketer
Writers, art directors

6. Advertising Public Relations
Purpose
Media
Content
Control
People
Brand awareness/sales
Paid
Ads, commercials
Agency, marketer
Writers, art directors
Reputation/Trust
Earned
Releases, pitches, WoM
Media opinion leaders
Writers, media hounds

7. One example

8. Wieden and Kennedy for P&G

9. Wieden and Kennedy for P&G

10. Ad agency, Wieden & Kennedy, creates an emotional commercial to
convey P&G’s appreciation and celebration Moms. They buy time on
the Olympics when millions are tuned in.

11. Wieden & Kennedy’s birds nest conference room.

13. The PR agency, Fleishman Hillard takes a different approach.

14. They create an “event” that earns attention.

15. Fleishman Hillard for P&G

16. The celebration of the world’s greatest athletes often ends with the
closing ceremony of each Olympics. But P&G was determined that the
global spotlight at the 2012 Summer Olympics in London wouldn’t dim
until after the Paralympics closed a month later in September. How to
keep the momentum going? Bring in a mom—or in this case, a mum.
The “Proud Sponsor of Mum” campaign set out to do a world’s first: Have
a mother award her victorious child a gold medal. On September 3,
the world watched as P&G mum Catherine McKillop walked out from the
tunnel toward her stunned son Michael who was standing on the podium
waiting to receive his gold medal for winning the 1,500-meter race. Son,
mother and the world teared up as Catherine and Michael fell into each
other’s arms as she presented him the gold.

18. Another example

20. That’s the advertising

22. This is when you need PR. However, in
this case BP screwed up.

25. Advertising PR
Creative. Big productions. Controlled
message. Evoking feelings.

26. Advertising PR
Creative. Big productions. Controlled
message. Evoking feelings.
Serious. Informative. Earned media.
Managing perceptions.

27. Today it’s getting harder to tell the difference
Media bought/earned
Ads/Press Releases
Stories
Creating the message
Traditional media
>
>
>
>
>

28. Today it’s getting harder to tell the difference
Media bought/earned
Ads/Press Releases
Stories
Creating the message
Traditional media
Media owned
Experiences/interactions
Utility/apps
Inspire participation
Social and word of mouth
>
>
>
>
>

29. Red Bull

30. Forsman Bodenfors for EOn

31. Undercurrent and partners for Ford

32. McCann AU for Australian Metro

33. 91,776,279

36. What is it? Advertising or PR?
Sometimes it’s hard to tell.

38. 12-year old Thea is getting married
This is how Thea has
introduced her upcoming
journey and major life
event of soon being a child
bride in Norway. Using this
blog she will tell her story
and express how she
believes her experience of
marriage will be.

42. This was done by an ad agency.

43. Mullen for Century 21

44. Mullen for Century 21

45. This was done by a PR agency.

46. Ketchum for Bayer

47. Ketchum for Bayer

49. So how do you decide?

50. To over simplify

51. Advertising
Awareness
Placing ads
TV ads
Print ads
Online ads
Apps
Content
What
Public Relations
Reputation
Pitching stories
Trends, PSAs, VNRs
Press releases/blog posts/invites
Social media engagement
Community management
Content

52. Advertising
Ad agencies
In house
Media co’s
Where
Public Relations
PR Agencies
In house
Integrated agencies
Press secretaries

53. Advertising
Account exec
Copywriter
Art director
Planner
UX specialist
Web developer
Producer
Media planner
Research/data analysis
Presentation designer
Project manager
Jobs
Public Relations
Account executive
Media relations
Crisis expert
Speechwriter
Public information officer
Press secretary
Video producer
Investor relations
Community manager
Research/data analyst
Project management

54. Advertising
Writing
Design
Creativity
Presentation
Digital/technical
Skills
Public Relations
Writing
Media relations
Social media/community management
Crisis management
Business/industry

55. Working at a PR Agency

56. PR Council

57. PR Council

58. Working at a PR Agency

59. Fleishman Hillard

60. Fleishman Hillard

61. Working at an ad agency

62. Mullen

63. Mullen

64. If you want to….
make TV commercials and conceptual ads, work in advertising.
work with nutty creative people, work in advertising.
manage or plan creative advertising — from Superbowl spots to
viral videos — work in advertising.

65. If you want to….
write — anything from social media to longer features —
work in public relations.
help share the news that shapes our world, work in public
relations.
engage with people about products, services, money, and
giving back, work in public relations.

66. To help you decide
• Check out agency websites: PR and Advertising
• Look at the work and the client list
• Search “working at ________” on YouTube
• Read industry case studies
• Talk to people in the business

67. Questions/Discussion