Benefits of Publicity versus Advertising

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Media coverage, or publicity, has a major advantage over paid advertisements. Articles written by a reporter carry more weight with the public than ads do because the media and reporters are seen as unbiased third parties; the public gives articles printed in media publications more credibility than they do paid advertisements. Another advantage of distributing news releases is that it is more cost-effective than advertising. You have to pay for advertising space on a Web site or time on the radio, but the costs of writing and distributing news releases are minimal.

One of the disadvantages of news releases compared to advertising is that you don’t have control over what is published. If the editor decides to cast your company in a negative light, there is nothing you can do to stop him or her. If the writer of the piece does not like your company, for whatever reason, this might come across in the article. Basically, after your news release is distributed, you have no control over what will be written about your business.

It is important to note that when generating publicity, you might lose control over the timing of your release as well. For example, you might want an article released the day before your product launch or event, but the editor could relegate it to a date the following week. There is nothing you can do about this. It is not a good idea to rely exclusively on publicity for important or newsworthy events, because if the release is not reviewed or is not considered newsworthy, you might be stuck with no promotion at all.