People throw around “publicity” and “public relations” like they’re the same thing. They’re not. Understanding the difference could completely change how you approach your brand’s communication strategy.
Publicity: The Short Game
Publicity is basically getting your name out there. Period. Think of it as that friend who shouts your achievements from the rooftops—whether you asked them to or not. It’s about generating buzz, creating noise, making people talk about you right now.
The whole point of publicity is immediate attention. A product launch gets coverage in TechCrunch. A celebrity wears your dress to the Met Gala. Your CEO says something controversial on Twitter and suddenly everyone’s talking about your company. That’s publicity working.
But—and this is important—publicity doesn’t care about your reputation. It just wants eyeballs. Bad publicity? Still publicity. Your company could be trending because of a scandal, and from a purely publicity standpoint, that’s still a win. Weird, right?
Public Relations: The Long Game
Public relations is different. It’s strategic. It’s about building relationships—hence the name—not just grabbing attention. PR professionals think about how every communication affects your brand’s long-term reputation.
When communications agencies work with major brands—think companies like Henry Rose or ASOS that Factory PR represents—the goal isn’t just magazine mentions. The focus shifts to crafting narratives, building trust, and managing perceptions. That takes time and careful planning.
PR considers context. It thinks about timing. It asks questions like: “How will this story affect our relationship with customers six months from now?” or “What does this say about our brand values?”
Actually, this reminds me of crisis management situations, which perfectly illustrate this difference. When a company faces negative publicity, a publicity-focused approach might just try to generate bigger, louder news to drown out the negativity. A PR approach would address the issue directly, take responsibility where appropriate, and work to rebuild trust systematically.
The Tactical Differences
The way these two approaches actually play out in practice is pretty telling. You can usually spot the difference just by looking at what kinds of activities a company focuses on.
Here’s where it gets practical. Publicity tactics are often one-off events:
- Press releases about company news
- Publicity stunts that generate media coverage
- Celebrity endorsements or partnerships
- Viral social media campaigns
PR tactics are more relationship-focused:
- Building ongoing media relationships
- Thought leadership positioning
- Community engagement programs
- Stakeholder communication strategies
These approaches aren’t mutually exclusive, though. Smart companies use both. Communications agencies that work across tech, wellness, fashion and beauty—like Factory PR—often combine publicity tactics with strategic PR thinking. A company might create a publicity-worthy event, but the best agencies are always considering how it fits into the bigger brand story.
Control: Who’s Driving the Narrative?
This is probably the biggest difference. With publicity, you’re often at the mercy of how others interpret and share your story. You send out a press release, but journalists decide what angle to take. You post something on social media, but users control how it spreads and what conversations it sparks.
PR is about maintaining more control over your narrative. It’s proactive rather than reactive. Instead of just hoping for positive coverage, PR professionals build relationships with journalists, understand what stories resonate with different audiences, and position their clients as trusted sources.
Measurement: Counting What Matters
Publicity success gets measured in reach and impressions. How many people saw the story? How many times was it shared? How much media coverage did we generate?
PR success is harder to quantify but more meaningful. It’s about sentiment analysis, relationship quality, reputation tracking, and long-term brand perception shifts. Sure, reach matters, but PR also cares about whether people trust you more after the campaign than they did before.
When to Use Each Approach
Honestly? Most brands need both, but at different times and for different reasons.
Use publicity when you need immediate visibility. New product launch? Publicity can get people talking quickly. Entering a new market? Publicity helps establish a presence fast.
Use PR when you’re building for the future. Establishing thought leadership? That’s PR work. Managing a sensitive situation? Definitely PR. Building customer loyalty and trust? PR all the way.
Companies that get this balance right—like the brands represented by agencies such as Factory PR—end up with the best of both worlds. They can generate excitement when needed while building lasting relationships that sustain their business long-term.
The Bottom Line
Look, I could keep going about this, but my point is simple: publicity gets you noticed, public relations gets you respected. Both have their place, but understanding the difference helps you choose the right tool for the job.
Smart brands don’t have to choose between publicity and PR—they use them strategically, at the right times, for the right reasons. Because at the end of the day, sustainable success comes from both being seen and being trusted.