Advertising vs Public Relations: Differences You Should Know When Choosing Your Major

Photo Courtesy of Breeze TV

Choosing your major is a decision that all students at James Madison University face. Whether you are an incoming freshman or a current student thinking about switching majors, it is common to be torn between majors or unsure about what exactly you want to pursue during your time at school. For me, distinguishing between the industries of Advertising and Public Relations (PR), and finding a major that fit my goals was what made my choice difficult. 

Advertising and PR are career paths that are often thought of as similar. While they frequently work together, there are major differences that everyone should know before continuing their education. 

The Professional Divide

The biggest difference between advertising and PR is how they are attained and the method of implementation. To put it simply, advertising is “paid media,” and PR is “earned media.” 

In advertising, messages are purchased by the company wanting to communicate with an audience. This allows the advertiser to fully control the content, appearance, or audience targeted to make sales or promote a product or service. 

PR focuses on getting “free” publicity through third-party services like news outlets to establish and maintain a positive public image for an organization. This is less controlled than paid ads, because the journalists or editors decide how the message is portrayed. Because of this, PR generally carries a higher credibility than Advertising. 

The Academic Divide 

At JMU, advertising and PR are divided into two different majors and concentrations, with their own unique requirements and focuses.

Advertising is a concentration within the School of Media Arts and Design (SMAD) major, and is classified as “Creative Advertising.” This major focuses on conceptual processes and technical skills to bring ideas to life. Classes consist of visual, audio, and technology-based classes that are creativity-driven. 

Public Relations is a concentration within the School of Communication Studies (SCOM) major, and is listed as “PR.” This major focuses on managing communication between the public and organizations. Classes consist of communication theory, public speaking, and persuasion, and are driven by human interaction and strategic relationship-building. 

Choosing Your Major

When you choose your major, you should accommodate your strengths and interests. Creative advertising is for you if you want to brainstorm, create content, and work in teams to build campaigns. PR is for you if you have strong interpersonal skills, enjoy speaking in public, and if you want to focus on managing an organization's reputation.  

Thankfully, both majors prepare their students to become well-informed storytellers, and JMU offers many outlets to build professional skills and gain hands-on experience.