Public Relations VS Marketing
By: Sydney Richter
What’s the difference and what does your company need?
Let’s begin with the traditional definitions.
Public Relations has been defined as a strategic communication process that builds mutually beneficial relationships between organizations and their publics” by the Public Relations Society of America.
Marketing is the business of promoting and selling products and services, which includes research and advertising.
The goals for successful public relations include selling a product, brand, or person by establishing a favorable reputation with stakeholders and the public through two-way communications channels.
The goals for a marketing campaign include reaching target consumers and persuading them to make a purchase.
Longevity
PR is a long-term investment while marketing occurs over a relatively short period of time. Public Relations is most successful when given ample time to establish a brand voice and relationships between the media and your company. On the other hand, both tactical and creative solutions to marketing problems can be solved at a faster pace. There is a common belief that PR is free, when in fact it is typically much more expensive; it involves a variety of communications channels over a long period of time.
Marketing can be labeled as a business investment; paid branded solutions which result in new customers and sales. Since PR is more related to the exposure around a brand, it is typically harder to measure ROI than it is for marketing. A change in beliefs or perception of a brand is more difficult to measure than an increase in sales or customers.
Who is your audience?
Public Relations is not limited to a specific audience, while marketing is most effective when targeting a certain segment of consumers. Marketing reaches both current and potential consumers, where PR focuses on maintaining relationships with stakeholders or anyone with an interest in the company, which is therefore a much broader audience.
How is your brand currently represented?
It is important to consider the digital presence of your brand and what areas need focus. Marketing and PR have varying capabilities in the digital space, and it is crucial to invest in what’s right for your business. For example, a Public Relations focus would involve press releases, strong two-way communications, or a social media presence, while a Marketing strategy could focus on SEO, advertising, or tactical solutions. Depending on your goals, we will help determine which path is right for you.
We are here to make sure your brand is properly represented, and your advertising strategy is unique to your goals.
At the end of the day, driving sales and improving people’s perception of a company go hand-in-hand. You cannot market your brand without PR, and you cannot do PR without marketing. A successful advertising strategy incorporates components of both Marketing and PR. Combining the two allows for greater reach across channels, consistent brand messaging, and optimized results.
At BWJ, we will recruit a team of experts specifically catered to your situation to drive real results and transform your impact.
