When used together, public relations and advertising can be very important to your business. Public Relations Public relations helps you gain credibility and visibility in your market at little or no cost because instead of purchasing advertising time or space, you submit newsworthy information to editors and reporters, who in turn, may publish or broadcast the information. Any small business can use a public relations program in its marketing communications strategies. Public relations conditions your markets to be receptive to your advertising and your salespeople. Publicity plays an important role in building the public awareness of your business and perceptions of it as a legitimate and reliable source of the goods and services you supply.
Publicity has greater credibility than advertising.
Advertising Advertising is often as important to the success of a small business as its location, start-up capital and management. It is an integral part of any overall marketing communications strategy because advertising makes the sales happen. Advertising messages are different from other types of communication and public relations messages because they attempt to persuade from a distinct point of view and they are paid for by an identified sponsor. Advertising makes the sales happen. Advertising is most effective when it attracts favorable attention to a product or service and is remembered by those who see it.