Advertising and Public Relations. An Analytical Approach
Advertising and Public Relations. An Analytical Approach

Summary/Abstract: This paper explores the complementary roles of advertising and public relations in shaping public perception, promoting products, and fostering long-term relationships with stakeholders. Advertising, a paid communication method, delivers persuasive messages through various media channels to induce immediate consumer actions, while public relations focuses on building trust and maintaining a positive organizational image over time. Despite their overlapping objectives, advertising and public relations remain distinct in their strategies and functions. The paper highlights the strengths and limitations of each, from the high costs and limited selectivity in advertising to the reliance on media outlets for public relations dissemination. When combined, these tools offer a more cohesive and strategic approach to business communication, enhancing engagement with diverse audiences. This integrated strategy balances short-term action with long-term credibility, positioning.

• Details
• Contents