How does marketing differ from public relations? It can be confusing to understand how each role fits into the industry. As well as how it contributes to the success of your business.
Here we discuss some of the key differences between PR and marketing – and how both can add value.
PR vs. Marketing:
Activities:
Marketing generally covers promotional, direct marketing and advertising which leads to direct sales. Whereas, PR companies are more focused on generating positive media coverage and communication through managing your company’s reputation.
Target market:
Marketing aims to reach current and potential customers. Public relations is more focused on maintaining a positive relationship with members of interest of your brand or organisation. This covers a wide spectrum of customers, employees, shareholders and media.
Legitimacy of messages:
Messages delivered through PR channels are typically articles, conference speakers or reputable bloggers. They are subconsciously regarded by consumers to be more legitimate and reliable than those presented through marketing tactics which are considered to be paid.
Generally, people can clearly recognise that advertising and marketing are driven by a company’s desire to increase sales. However, articles that have a well-known journalist’s name on them, or presentations by someone classified as an industry veteran, are more likely to be received by the consumer, as a true and credible source.
Different goals:
The goals for marketing teams are to reach consumers and make them think and believe in the product, thereby giving in to a sales driven action. Essentially, it’s all about selling a product or service.
In contrast, public relations is about advertising the company or brand by using communication channels between a company and its stakeholders. Overall, marketing activities are trying to achieve direct revenue. PR is trying to drive a positive image through an effective PR strategy.
Longevity:
Marketing is a fairly short term activity. On the other hand, PR reaps it’s benefits over a longer period of time, making it a long term investment. This causes the company to acknowledge PR for future achievements, where marketing seeks to drive instant, tangible sales for success.
Digital marketing vs. digital PR?
It’s important to focus on identifying the best tools to create the most effective communication channels and strategy for your business needs.
Similar to traditional channels, marketing in the digital space would be those activities that drive an instant action from the consumer, using ads, marketing, or even promotions.
While it’s imperative for businesses to know the differences between these roles, it doesn’t change the fact that marketing and PR are as reliant on each other, like the sun and the moon. It’s key for a businesses to combine these forces in order to ensure their company’s success.