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The third key of the differences between PR and marketing is Credibility

People are ever more skeptical of advertising. They tend to take advertisements with a grain of salt when it comes to believing the claims. However, people might be inclined to believe what they hear on radio, see on TV, or read in the paper. They come with the belief that if it runs in the news it must be true. This is because publicity is promotion masquerading as editorial, feature, or news.