In today’s fast-paced digital landscape, businesses are constantly exploring ways to get in front of their audiences and make a lasting impression. While advertising and PR are both powerful tools, they serve distinct purposes, and the impact they have on a brand’s reputation and consumer trust can differ significantly.
Through my 20 years in PR, I’ve seen firsthand that one of the most valuable—and often misunderstood—advantages of public relations lies in its ability to earn credible, third-party endorsements from the media. This earned media transforms interest and web traffic into trust and conversions, often in a way that paid placements simply cannot achieve. Here’s why earned media through PR holds a special place in any robust marketing strategy, and why it’s worth the investment.
What’s the Difference Between PR and Advertising?
At its core, the difference between PR and advertising is about control and credibility. In advertising, you’re paying for your message to be placed directly in front of your audience, with control over the content, placement, and timing. You set the narrative—whether that’s in a digital ad, a sponsored article, or a TV commercial.
PR, on the other hand, involves creating newsworthy stories and pitching them to media outlets. These stories, if picked up, become earned media—coverage that a journalist or outlet deems valuable enough to share with their readers. In PR, you may have less control over the final message, but this lack of direct influence is what makes it so powerful. When an independent media source endorses your brand, it creates a ripple effect of credibility that advertising often can’t replicate.
Why Earned Media is So Valuable
Earned media—articles in The New York Times, mentions in Vogue, or features on Telemundo—is considered one of the most trusted forms of exposure. This is because it’s essentially a third-party endorsement: the publication or journalist is putting their reputation on the line to vouch for your brand. This endorsement carries more weight with readers, who tend to trust journalists and media outlets over brands when it comes to unbiased information.
Imagine you’re a potential customer deciding between two products. One has banner ads in your newsfeed and the other has been covered in a well-regarded publication. The latter feels more credible, more trustworthy, and ultimately more valuable. This is because earned media comes from a place of authority, positioning your brand in a way that creates an authentic, lasting impression.
The Key Benefits of PR for Brand Credibility and Sales
1. Third-Party Endorsement Drives Trust
The credibility associated with earned media is one of PR’s greatest assets. When your brand appears in respected publications, you gain third-party validation. Media outlets conduct their own research and vetting, so their readers know they can trust what they see. This element of trust is crucial in turning interest into action—whether that’s clicking through to your website or adding a product to their cart.
2. Cost-Effectiveness for Long-Term ROI
Unlike advertising, where the benefits cease as soon as your campaign ends, the value of earned media can continue to deliver results over time. A well-placed article, feature, or interview can keep driving traffic and interest for weeks, months, or even years, as opposed to an ad that disappears once you stop paying. This makes PR a cost-effective solution for businesses that want long-term visibility.
3. Building Brand Credibility Beyond the Sales Pitch
While advertising often relies on a strong sales pitch, PR communicates a broader message about what your brand stands for. By getting coverage on platforms where potential customers are already consuming content, PR lets your brand be part of a larger conversation. For instance, a sustainability-focused brand appearing in an environmental magazine will resonate deeply with the audience without coming across as overtly promotional. This approach builds credibility, aligning your brand with the values of your target market.
4. Increased Organic Reach and Improved SEO
Earned media doesn’t just boost your reputation—it also improves your digital footprint. When your brand is mentioned in authoritative publications, it can lead to valuable backlinks to your website, enhancing your SEO rankings. As more people discover your brand through reputable sources, it increases organic reach and helps you appear more frequently in search engine results. PR efforts can naturally amplify your online visibility without paid promotion.
The Power of Integration: Leveraging PR and Advertising Together
While PR is incredibly effective on its own, it also complements advertising efforts, creating a powerful, integrated approach. For example, an ad campaign can drive initial awareness, while earned media reinforces trust. Combining these strategies allows you to build a multi-layered approach, where advertising captures attention, and PR cements credibility.
A Final Word
The impact of PR extends far beyond initial exposure. It’s about fostering relationships, positioning your brand as a trusted authority, and building credibility through authentic third-party endorsements. This type of exposure is the differentiator that brings potential customers into the fold and ultimately turns interest into loyalty. As businesses continue to navigate an ever-changing digital landscape, investing in PR for earned media is a strategic way to create lasting value and long-term impact.
-By Marcy Clark, founder of Marcy Clark PR & Events
