If my understanding is correct, PR firms would advertise the brand rather than the product, and that you have to earn their attention — that’s what I am confused about. What do you have to do in order for your brand to be “picked up” by a PR firm, and what significance does it have for your brand?
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Advertising pays for promotional space of a brand. PR uses tactical and timely hooks that attempt to influence content owners into promoting that brand. There’s an easy media mix called “earned/owned/paid”. PR is earned – you have to “earn” the right to promotion whereas advertising is simply “paid”. “Owned” are properties the brand owns it uses for promotion (like its own website for example).
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