Download Comparison: PR, Advertising, Marketing, Journalism and Integrated

Comparison: PR, Advertising, Marketing, Journalism and Integrated Communication
Marketing
Advertising
Uses the mass media
Paid space/time in media
Guaranteed placement
Selling goods and services
Targets an external
audience
Function as specialized
communication
Exclusively mass mediated
communication
Used as tool in public
relations
Journalism
Public Relations
Main component is journalistic
writing
Does not require managerial
skills
Many components such as counseling
and special events
Managerial skills such as problemsolving needed
Provides “objective”
information from journalists
who are “objective” observers
Communicate with mass
audiences
Use only the “channels” of
their media employer
Provides information as a means to
other outcomes; PR people are
advocates, i.e. not “objective”
Communicates with defined publics or
audience segments
Uses a wide variety of channels
Uses a variety of tools
Free placement
No guaranteed placement
Generate public understanding
Targets specialized audiences who can
be internal or external
Management function to create
favorable environment for
organizations
Uses a wide range of channels
including mass media, events,
interpersonal/small groups, direct
mail
Public relations often supports
advertising efforts
Comparison: PR, Advertising, Marketing, Journalism and Integrated Communication
Marketing
Advertising
Concerned with
customers and selling
products or services
Make money for
organization
Build markets for goods
and services
Main audience is
external markets
Persuasive in nature
Customer-based
communication
Often limits public
relations to product
publicity and promotion
Journalism
Public relations
Concerned with relationships
Save money for organization;
generate sales leads such as people
inquiring after they see a news story
about a product
Build relationships/good will
Wide range of internal and external
audiences
Uses two-way dialogue with publics
Both customers and non-customers
comprise audience
Includes many management and
communication functions
Integrated marketing communication:
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PR directly supports marketing efforts
Includes 3rd party endorsements that are generated when media covers product or services and include expert comments
Generates sales leads, as when people inquire about a product or service after seeing news about them
Paves the way for sales calls
Provides inexpensive sales literature
Establishes company as an authority