Nothing is more accurate than in the worlds of Public Relations and Advertising.Combined, these two powerhouses amplify brand storytelling, influence, and impact in ways neither can achieve alone.

PR and Advertising are often mistaken as being the same, yet each fulfils a distinct and vital role in shaping a brand’s strategy. While both are essential for building visibility and engagement, their core purposes differ significantly. Having worked in both fields, I have seen how a balanced approach can create a deeper, more meaningful connection with audiences, laying a strong foundation for a brand. According to Nielsen, a global measurement and data analytics company– brands with a strong emotional connection to consumers outperform those without by 23% in terms of sales growth.

After graduating with a degree in Advertising Arts, I felt a mix of excitement and nervousness as I prepared to dive into the world of brands. However, I didn’t realise at the time just how much of my role would require me to navigate the delicate balance between these two powerful forces.

Initially, I started my journey at an advertising agency, thinking it was the perfect fit. But over time, I began to feel that something was missing. Advertising often felt like a calculated push, crafting messages designed to interrupt and persuade. It was impactful, no doubt, but I yearned for something that felt more authentic and grounded in real connections with people. That’s when I switched to PR, and it felt like stepping into a whirlwind of creativity, strategy, and lots of jargon. I quickly learned that while advertising and PR ultimately share the same goal—promoting a brand—they approach it in very different ways.

Think of it this way:

If PR is “Miss Popular” – the charming, well-connected, and persuasive social butterfly who earns influence through relationships, credibility, and incredible storytelling (you will be hooked)- then Advertising is “Mr. Showstopper”.

Advertising is the charismatic extrovert of the communication group. It is bold, attention-grabbing, and always in the spotlight. It doesn’t wait for people to notice—it buys the biggest billboard, sponsors the hottest events, and ensures everyone sees its message, whether they want to or not. Where PR builds relationships organically, advertising makes sure its voice is heard loud and clear through strategic placements and big-budget campaigns.

And when a brand nails both PR and advertising, the results are impressive. You don’t simply have people talking about your product; they actively engage with it, share it, and have a hard time forgetting it. Successful brands know this! It’s not about substituting one for the other but leveraging both, whether simultaneously or in different periods. These brands will use PR to establish a strong foundation, build credibility, ignite conversation, and then employ advertising to ensure these conversations reach a broad audience with a clear, targeted message.

Take Netflix, for example. Their promotional campaigns are a masterclass in blending paid advertising with strategic PR to maximise reach and impact. When they launch a new show or film, they invest heavily in its promotions—ensuring their content is highly visible. However, what truly amplifies their success is the earned media coverage they generate.

Netflix secures headlines, viral conversations, and cultural moments through compelling storytelling, influencer engagement, and media buzz without having to pay for those stories. This synergy between advertising and PR showcases how a well-crafted strategy can drive both immediate visibility and sustained organic brand impact.

Another example was Coca-Cola’s “Share a Coke” Campaign, a brilliant fusion of PR and advertising, where personalisation and social media became key drivers of its success. By replacing its iconic logo with individual names, Coca-Cola created an emotional connection with consumers, making the brand feel personal and inclusive. PR played a crucial role in generating significant media coverage and encouraging user-generated content on social media with the #ShareaCoke hashtag, turning customers into brand ambassadors. Complemented by targeted advertising, the campaign led to record reach and results, such as increased sales in several countries, including the US and Australia. Notably, Coke sold more than 250 million named bottles and cans in Australia, which was recorded to have around 23 million people at the time.

From my experience, brands benefit most when PR and advertising work in tandem, as each serves a distinct yet complementary purpose. PR establishes the foundation, and advertising amplifies it, creating a well-rounded strategy that fosters lasting relationships while delivering impact.

Words By: Ma. Josel “Kamil” Sunga, PR Admin Executive at Atteline