Media placements are equal to advertising in communications effectiveness, according to a recent study from the Institute for Public Relations. 

The researchers created a print ad and a news article with parallel messages about a fictional product and then exposed either the ad or the article to a sample of adults who read a newspaper once a week.

Based on follow-up questionnaires, there were no statistically significant differences on brand recognition, message believability, overall interest or consumer preference. The article readers, however, perceived that they had received more information than the ad readers and also showed more probability of personally relating to the product.

“Should we be disappointed that public relations did not score higher than advertising on more measures?”, asked the Institute. “The researchers say that the results reinforce the importance of delivering product messages through a variety of channels. With PR-generated publicity being the clear equivalent of advertising, it may be cost-effective to shift more resources to public relations.”