Public relations, media relations, advertising: what are the differences?
These three concepts are frequently confused. Advertising is a paid, controlled message broadcast in purchased spaces. Public relations works with non-paid editorial content: press coverage, speaking engagements, events, and reputation management. Media relations is a sub-discipline of PR focused exclusively on journalistic media. A PR manager may handle journalists, influencers, institutional partners, and crisis communications simultaneously.
What is the scope of public relations?
The scope of PR varies depending on the size and nature of the organization. For a B2B startup, PR primarily covers: media relations (securing press coverage), communication around fundraising, positioning founders as experts (thought leadership), and online reputation management. Large organizations add institutional relations, lobbying, internal communication, and crisis management.
Is PR measurable?
Yes, but not always with the same indicators as advertising. Classic metrics include: the number and quality of media hits, advertising value equivalency (AVE, which is increasingly falling out of use), sentiment scores, share of voice in industry media, and the impact on organic traffic (backlinks from authoritative media). The most useful indicator for a B2B startup is the impact on the quality of the sales pipeline: prospects who mention having read an article before their first call.
What we see with our clients
The confusion between media relations and public relations often creates misaligned expectations. A client expecting PR to deliver a mainstream podcast appearance or a lobbying strategy is looking for something different than a client who wants coverage in the B2B tech press. Clarifying the scope from the outset is an integral part of our approach at Linker: we specialize in press relations and LinkedIn thought leadership for startups, not the entire PR spectrum.
Public relations tools and formats
PR tools vary depending on the objectives. For media relations: pitches, press releases, press kits, exclusives, and press conferences. For thought leadership: op-eds, speaking engagements, interviews, and LinkedIn ghostwriting. For reputation management: monitoring, review responses, and crisis communication. Digital PR increasingly incorporates social media as a way to amplify the coverage gained in traditional media.
