Hi Ufuk, both fields are mostly integrated into the marketing department of the company. However, their focus as well as the needed expertise are completely different. Advertisement as a classic communication tool relies strongly on classic marketing education. Most professionals working in PR however come more from the journalistic side.

PR's main task is to convince classic gatekeepers (like press outlets, journalists and editors) to report in a favorable way about the company and her products. In case of PR the company's usually looses it's communication sovereignty as the final decision how to report lies with the gatekeeper. Hence, PR professionals need to specifically know how gatekeepers will react to corporate communication and behavior. That's also the key reason why most PR professionals ar ex journalist, which use their personal contacts to ensure positive coverage.

Advertising is going the opposite way. These guys develop a key message that is pushed into media trough bought in ad space.

Larger companies therefore tend to have different people overlooking each field. However, strategy wise both fields need to be integrated into the company's overall marketing strategy. That's is basically the reason why PR is mostly treated as an independent sub department within marketing.

PR practitioners are primarily working for the organization they are working with whereas advertising is for selling others products.

PR and advertisements are entirely different streams working under one umbrella, PR is not only creating good relations among public within organizations but also with the people outside there. Whereas advertising is meant for creating ways for a product to get accepted in public.

Anam Thank you very much.

Are we witnessing a paradigm shift on advertising and PR?

What are factors behind this process?

Mostly ad clutter and a drop in ad effectiveness. Consumers tend to mistrust advertising. Contrary PR profits from a trust bonus as consumers have more trust into journalists than into classic advertising.

There is a huge difference because the objectives as well as the methods are completely. The primary difference is that in advertising you pay to generate a positive opinion while in PR you have to look for other innovative ways to achieve the same result.

Dear Ufuk,

They both have to have same objective or else that would bring conflict in marketing communication. Earlier they were different and when organizations found out that they can be utlised together to reach more and effectively, they clubbed it. Researchers called it Integrated Marketing Communication. Though they have same object, their path to achieve that goal are different. For e.g., the reviews what we read about a product on website really been posted by uses all the time? or is there any PR agency doing that work for their clients?

Hope this helped.

Consept in the key of Journalism Society

In the past, they were separate, but in the 1990s the concept of "Integrated Marketing Communication" (IMC) was developed, under which ALL communication from a company or brand must be coordinated, rather than compartmentalized.

PR and advertising are different functions, but should be part of a single plan and fully coordinated.

The author of the most recent textbook I have been using prefers "Integrated Brand Promotion" instead of IMC, because the term focuses more on the persuasive goals of the communication.

Thank you, your help me to a books or article answers, for reference authorship relationships us...