Examining the impact of advertising vs. public relations in consumer engagement (2013)

Companies share their advocacy activities in many ways. Two common methods are through strategic public relations (editorials) and paid advertising (magazine ads). In a world where the public is inundated with messages from all over, this study aims to find which method was more effective in sharing a company’s advocacy efforts. The study found that message success had less to do with the way it was presented and had more to do with the message itself.