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9. Do you agree with the statement: “blogs are one more tool in the
communicator’s kitbag and they should be used where and when they
make sense”?
10. Summarize the text.

Text 7

HOW TO CHOOSE BETWEEN PR AND ADVERTISING
47
By Steve Turner
Public relations professionals are often asked by business owners,
"What are the differences between PR and advertising?"Comparing the

publicity aspect with a typical ad campaign, the main difference is that
with advertising the client, business owner, or advertiser controls the
message. This differs from publicity where the newspaper, magazine,

television station or other medium actually controls the editorial, timing
and final story presentation.
For example, businesses running an advertising campaign can

decide when they want their ad to run, how big they want it, and what
copy or words go into the ad.In an ad campaign you can target small
publications or large ones. One can utilize television stations, radio

stations, billboards and an entire host of possible advertising vehicles.
You simply choose the one that best fits your objectives, your audience,
and your budget. Since you are purchasing the space there is no filter in
advertising. Your audience gets your message directly, exactly the way

you created it.
Publicity differs in that you are sending news releases and other
materials to editors and producers in hopes of generating stories about

your cause or business. You have no control if an editor, writer or
producer will even run your news item, or when they will run it, or how
it will be used. An editor may wish to do an article about your company
but decide to hold onto the story information until a later date. They

may wish to use your news as part of a special section, run it in
conjunction with other companies in your specific area, or use a business
owner as a resource for a round-up type article on a particular topic

where a variety of executives are interviewed. The editor may also
choose not to discuss the same key points you outlined in your news
release. They make take the story in an entirely different direction. For

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Turner S. How to Choose Between PR and Advertising / Steve Turner. – Available at:
http://aboutpublicrelations.net/ucturner2.htm