Both PR and advertising work within media. And both can serve a winery in building its awareness to reach new audiences and increase clientele, which ultimately serves to grow the business. However, PR and advertising are very different in practice and purpose.
PR is a long-term relationship building discipline which uses storytelling (messaging development and pitching) to influence journalists to generate coverage for a winery. This coverage reflects a third party endorsement of a brand or business and can be more powerful since it was not pay-to-play in nature.
Advertising can be a long-term commitment or a short-term engagement. In either case, it's a discipline which involves supplying controlled messages which receive guaranteed placement in publications. Money changes hands in both: in PR, the relationship builder gets paid a retainer or hourly fee; and in advertising, the publication receives the media buy.
Our visual chart below provides a side-by-side comparison of the two disciplines.