Questions to ask yourself: authenticity or guaranteed relationships?

By advertising your product or service, you are guaranteeing that X number of consumers see your message or engage with your company. With public relations, there is no guarantee that you will reach your target audience, but for the people you do reach, the message and relationship is much more authentic and conversational.

One thing to keep in mind is that just 24% of readers consume native ad or sponsored content compared to “normal” editorial, which is read by 71% of the audience.