A difference between advertising and public relations is that public relations strategies may take longer to achieve with a broader view of the importance of image and reputation as an organization asset. Public relations and advertising also differ in media use, message delivery control, and perceived credibility.

Public relations people seek to persuade media gatekeepers to carry stories about their organization. This activity goes beyond publicity, which seeks to get news coverage, and includes writers (including bloggers), producers, editors, talk-show coordinators, and newscasters.

• From the perspective of a public relations manager, compare the differences between controlled and uncontrolled media you might use for your course product.