When a client goes to a PR firm, he is also looking to communicate with the public. However, as opposed to an advertising representative, a PR agent utilizes media outlets to the client’s advantage. A PR agent convinces an editor or journalist to feature the client.
When the journalist has already decided to feature the client, the PR agent's job is to ensure that the client is portrayed in as positive a light as possible.
Advertising is a campaign to make people aware of a product or service. Creative effort combined with a strategy for exposing it to as many people as possible. Advertising limits the client to only purchasing advertising space/slots to place the ads.
Many advertisers believe that it makes no sense to spend money on advertising unless a company has established credibility and name recognition with PR.
If PR is not a part of your marketing program, it may be time to consider and implement a public relations campaign to complement your existing marketing plan.
In an economic downturn, people still conduct business; there is just less of it!
PR helps a company or product position itself as a market leader and measurably increase media visibility.
A strategic PR campaign can strengthen a company’s position and competitive edge during a weak economy and support sales initiatives during a strong economy.
• Cost-effective way to reach your target audience in masses
• Stimulates awareness of, and the demand for your company's products or services
• Strengthens your company image and perception
• Paints the picture of an organization that is active and innovative
• Creates more credibility that traditional advertising
• Creates an advantage of your competitors that are not utilizing PR effectively
• Increases search engine visibility and organic results
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Public is more likely to believe a newspaper article or news story than an advertisement. 
