Professor Side’s PR Course (PR and Advertising)

In this section, various people, led by Professor Side, talk about PR.
This time, Professor Side will clearly explain “the difference between PR and advertising” as an introductory edition.

Hello. I am Professor Side.

Many people may be confusing “PR” and “advertising.” “PR” is an abbreviation for Public Relations; in Japanese, it is “koho” (public relations/publicity). “Advertising” is Advertising; in the industry, it is also referred to as “AD.”

One factor behind this confusion is the term “self-PR.” This is entirely Japan-made English and does not reflect the original meaning of “PR.” In addition, the word “promotion” can refer to both “PR” and “advertising,” which makes it even more confusing.
Those aiming to become professionals need to clearly distinguish between PR and advertising.
(Students hoping to work at a PR firm may even be asked about this in interviews!)

Traditionally, “PR” was said to refer to being featured in newspaper and magazine articles, or in TV news and programs, as well as the activities undertaken to achieve that. In recent years, various definitions of “PR” have emerged. As the term “strategic PR” became popular some time ago, it is also said that “PR” is an overarching concept within communication, and that “advertising” is one of the methods of “PR.”

“Advertising” refers to placing ads in newspaper and magazine ad space, or in TV commercial slots. In addition to space and commercial slots, it also includes advertising on public transportation and sponsorship of events. While both are activities aimed at increasing awareness of products, services, and companies, there are major differences in methods and ways of thinking.

In recent years, with the development of the social media environment, there has also been an increasing number of areas where activities cannot be carried out using such a simple distinction.

From PR

Regarding the difference between PR and advertising, some say it is nonsensical to clearly define the difference, and there are various definitions. However, books related to PR and advertising have been published, and if you look at the websites of PR firms and advertising agencies, you will find a variety of information posted there, which I believe will be helpful for learning.
In my interview at SUNNY SIDE UP, I was asked, “Do you understand what a PR firm does?”
I think it will be easier to understand if you look at case studies from various companies.
Our company’s case studies are here!