Updated: Aug 17, 2020
Being more proactive in the business realm means that you need to touch on topics that you are not yet familiar with. You might want to rise up as a jack-of-all-trades kind of person, or a “person who can do passable work at various tasks,” but the quality that you provide to your customers might spiral down. It won’t hurt if you know certain terminologies, and their similarities and differences. Let’s start with marketing and public relations. 📊🤳🧐
The American Marketing Association defines the term “marketing” as a set of activities and strategies carried out to create, communicate, deliver, and exchange valuable offers to customers, partners, and society at large. 🤗👏🙌 It focuses more on what the company offers, and can offer, to both loyal and potential customers in order to attract and retain their trust in its brand. Some famous tactics that you might have heard of include influencer marketing, or the use of social media influencers to promote a product or service 🤳🤳🤳, and the power of SEO, or the use of keywords to drive the visibility of the product or brand. 📝📝📝
Public relations helps build goodwill. Find out how!
Where does public relations come in? Let’s bring forth this influential term: relationships. 😍🥰 The Public Relations Society of America illustrates public relations as the strategic communication process that builds beneficial relationships between organizations and their public. It’s not only about influencing the public’s choices, but also engaging and building genuine relationships with them to shape and form their perception towards the company. Public relations even comes with a traditional serving or a more digital twist. On top of that, there are other essential elements of public relations and here’s the list for you!
In a nutshell, it’s easy to say that marketing is about retaining a customer’s loyalty to the brand, while public relations is establishing a continuous and healthy relationship with the customer. But that’s not the only boundary that they share. 😎😎😎
What are you doing?😲😲😲
When it comes to marketing and public relations plans, these two don’t share the same venn diagram. Marketing has its reticle towards promotional materials that aim to drive the sales and revenues of the company. It might dapple in advertising campaigns to launch a new product or an eye-catching graphic design with a call-to-action text, highlighted with vibrant colors and use of gigantic fonts.
Public relations nestles with the reputation management and how the company is projected to the public. 👨👨👧👦👩👩👧👦 Does your company care about sustainability? Jackpot for the instant positive reviews from the media and a particular target audience! Public relations cares about the image you exude to the public. One flick of a wrong move might tick off your audience’s emotions, and you might see yourself down the drain with your company. One way to put it is public relations sprays cologne on your company’s shirt.
🤷♂️🤷♀️That’s it? Nothing else?
Wrong! Even the day-to-day tasks vary between a public relations professional and a marketer. Public relations personnel spend some of their time writing press releases about upcoming products or events. When they’re finished, they prepare pitches for the media, hoping for a coverage to embellish their image with an angelic halo. Since they’ve befriended the media, they’re the contact person for their company’s scoops. Allegations and accusations against their company? Here comes the public relations personnel to the rescue! 🧙♀️🧙♂️
Are there different types of PR? Of course!
Now, it doesn’t mean that marketers sit all day and wait for the analytics to generate results. Their daily routine is packed with exciting premises such as buying advertising slots to several media platforms. If that’s not thrilling, then maybe brainstorming for the next advertising campaign that requires your energy and creativity? 🙋♂️🙋♀️ The workplace is surely charged with a high spirit, all while creating promotional materials and newsletters to gear up for an advertising battle.
❤️Public relations = awareness and
Marketing = demands❤️
Another difference that splits marketing and public relations apart is the purpose of their strategies. Public relations connects with the media to expand awareness to their campaigns, contents, and branding. It uses third party tools such as publications to earn the trust of the public, and become more invested in the company.
Marketing eyes generating better leads and demands from the public. It tries to review the public’s dilemma with its products or services, and goes the extra mile to find means to accommodate them through marketing tools such as analytics, data management, and marketing campaigns. Satisfaction of the public’s demands poses as the top priority that marketing seeks to cover.
❓❓But can they work together?❓❓
Of course! Key online tools fly back and forth to support the activities of marketing and public relations all at once. Blogging is an excellent example where target keywords are integrated to achieve effective PR and inbound marketing. The use of social media establishes both awareness and loyalty to the company’s brand, image, product, and services, nudging your arms to tell you “I told you they can work together.” To put the cherry on top 🍒🍒🍒, press releases not only support the company’s product launch, but may even convert leads into customers as the marketing campaigns continue using write-ups.
PR supports Marketing. But how?
Marketing and Public Relations might share some similarities, but there are chunks of information that scream “we’re different and you should know it!” A thought to ponder on is that one cannot work without the other. Public relations supports marketing and vice-versa. Even if they have some differences, they still fuel each other’s agendas. How, you might ask? Here’s the perfect guide to that single question. At the end of the day 🔆🔆🔆, it’s essential that you know what elements drive marketing and public relations as one and what don’t.
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Matthew Burgos is a Public Relations Assistant at GuidedPR. He's also the Journalist at WorldBound Magazine and a Staff Writer at Italics Magazine. He holds a degree in AA in Broadcast Journalism and BSc. in International Relations, and is studying LL.B. in Laws. When he's not busy writing or studying, he munches on 90% dark chocolate.