It looks like an ad, but it isn't.

It strikes me that some companies think they want to do advertising, when what they really want to do is PR.

PR, done right, serves a company extremely well. It spreads the word about the company's goals, accomplishments, aspirations and values. It clearly describes their products' features and benefits. It talks to world in a very clean and direct way.

Advertising, done right, interests customers, draws them in, chats with them about needs and dreams and troubles and feeling, and suggests, in some charming way, that they try the product. It might be good for them. It's clear about what it's doing, but it says a lot less than PR and implies a lot more. And does it all in a befriending way.

So when I see a PR piece in an ad formate, I wonder if someone knew the difference and, if they did, why not just do a great PR piece in that space. I think it would have a more authentic voice, maybe even be more effective.