An exploratory investigation of the comparative competency of public relations and advertising in terms of dissemination of information

With the ever-changing world of marketing, the roles of public relations and advertising activities are changing. While advertising has traditionally ruled marketing campaigns, public relations is proving to have the necessary advantages for managing brands for the future. The purpose of the current study is to better understand competency in terms of dissemination of information between editorial coverage through public relations activities and advertisement that contains parallel messages.This exploratory study investigates the difference in the competency of public relations? media placement and advertising when the messages employed by both are similar. The research question is examined through a survey analysis with 100 people exposed to either editorial coverage or advertisement.The findings of this study contribute to our current understanding of how public relations? media placement and advertising perform differently on key measures when the given messages are similar. The results support the thought that editorial coverage through public relations activities might be more competent in terms of dissemination of information than an advertisement that contains parallel messages.