The lines between public relations (PR) and advertising may appear blurred, but their roles remain distinct. Anushka Sharma, a leading PR strategist and co-founder of Friends Media, sheds light on the core differences and emphasizes why PR is more crucial than ever in today’s world.
In a rapidly evolving media landscape, the lines between public relations (PR) and advertising may appear blurred, but their roles remain distinct. Anushka Sharma, a leading PR strategist and co-founder of Friends Media ( sheds light on the core differences and emphasizes why PR is more crucial than ever in today’s world.
“Advertising is what you say about yourself; PR is what others say about you,” Sharma explains succinctly. “While advertising involves paid promotions to convey a specific message to your audience, PR builds relationships, trust, and credibility through earned media and organic communication.”
The Core Distinction (
Advertising is transactional and straightforward. It involves purchasing ad space, running promotional campaigns, and directly pitching a product or service to consumers. It’s highly controlled—advertisers dictate the message, timing, and placement.
On the other hand, PR focuses on fostering positive relationships with stakeholders through storytelling, media engagement, events, and strategic communication. PR operates in the realm of earned media, which includes coverage that is not directly paid for, such as press releases, interviews, and organic mentions in the media.
“Think of advertising as a megaphone and PR as a conversation. In today’s digital age, audiences are no longer passive consumers of information; they’re active participants in shaping brand narratives. This is where PR becomes indispensable,” Sharma says.
The Growing Importance of PR (
The digital revolution has reshaped the way brands interact with their audiences. Consumers are bombarded with advertisements daily, making it harder for companies to stand out in an increasingly crowded marketplace. This saturation has led to a decline in trust in traditional advertising, as audiences crave authenticity and meaningful engagement.
“Trust is the currency of the digital age, and PR is the vehicle to earn it,” Sharma highlights. Unlike ads, which are often perceived as self-serving, PR provides an avenue to showcase a brand’s values, mission, and authenticity.
She adds, “In a world driven by social media and instant communication, PR helps brands respond quickly to public opinion, manage crises, and cultivate lasting relationships with their audiences. It’s about creating genuine conversations and fostering goodwill.”
PR in Action
Sharma points to real-world examples of how PR has outshone advertising in building long-term brand value. “Take the case of a brand launching a sustainability initiative. An ad campaign might highlight the effort, but PR will ensure the message reaches stakeholders in a credible way—through media coverage, influencer collaborations, and thought leadership articles,” she explains.
Moreover, PR plays a critical role in damage control during a crisis. “Advertising can’t repair a reputation after a misstep; PR does. It’s PR that crafts the narrative, restores trust, and rebuilds the brand’s image,” Sharma states.
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