First of all, public relations goes beyond publicity. PR aims to develop and maintain a positive image of the company among its various constituencies. At the same time, PR provides a communications tool that can assume many of the functions of conventional advertising and marketing.

One advantage of publicity over other forms of promotion is its credibility. Consumers are usually less skeptical about positive information concerning a product or service when it comes from a source they see as unbiased. One of the best examples of this is the effect on a new movie’s success or failure of reviews from film critics, who are perceived as objective judges by many moviegoers.

Another advantage of publicity is its low cost, since the company is not paying for the actual time or space in a mass medium such as TV, radio, or a newspaper. The expenses of developing publicity items or maintaining a staff to do so are far less than for the other promotional programs. Publicity is not under the direct control of a company, and, in the worst-case scenario, it can be unfavorable. Negative stories about a company or its products can be very damaging.

Public relations uses publicity and an array of additional tools, including special publications, participation in community activities, fund-raising, the sponsorship of special events, and public affairs activities, in order to manage a company’s image. Companies can also use advertising as a public relations tool to enhance their image