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PR is an idea that gets spread for “free” via news and press. Advertising is an idea that is spread through paid strategic media planning (read: dump 98% of your budget into a mediocre TV concept).
What’s “mediable” might be the difference. If they are trying to pitch coverage to news outlets, PR people are experts at what outlets will cover and what they won’t. The standards of what is ‘newsworthy’ is pretty high for brands to get national coverage.
An advertisement is a promoted message that is shoved into a placement space (media) that someone else (a publisher/platform) owns, and that space has to be bought. PR is a promoted message *not* necessarily shoved into a paid placement space.
We all have a lot to thank Crispin for. Everyone’s doing that shit now, but they were the first. 🙌
Also as PR ideas spread “for free” through news and press, they tend to be stunts of some sort that lend themselves to be covered by such.
Having said that, many ad agencies have done these kind of stunts and many times, better than PR agencies (CP+B is notorious for having been good at this). PR agencies sometimes are still brought in to get people in media to talk about these stunts.
Echoing what others have said. also successful PR campaigns often contingent on the right contacts and placements in articles, interviews, talk shows, podcasts etc depending on target audience and then overall impressions of that audience. PR agencies have an advantage having cultivated those relationships and know how to pitch stories to fit those placements. Often includes exclusives with publishers and a tiered campaign to roll out an announcement/ product.
Advertising strategy can and should sync in with PR strategy but typically carries more voice of the brand and overall look and feel and a strategy to target audience based on platform/media mix that can be bought (typically). Goal would be to get additional organic reach that goes beyond the paid media buy. Then depends on KPI of brand whether they want awareness lift, engagement, views, intent to purchase, actual sales, etc.