Social media and the rise of digital networks are blurring the lines between marketing and public relations.
It comes down to the objectives and functions of the two practices. Marketing focuses on delivering results to directly benefit the bottom-line, while PR is about developing relationships in the industry and managing the company’s reputation.
Marketing and PR campaigns are designed with different audiences in mind. Marketing primarily focuses on the customer whereas PR must keep all stakeholders and publics that support an organization’s objectives in mind. PR campaigns target a range of consumers, the media, employees, suppliers, the community, investors, the government, regulators and any other party affected by the organization. In fact, marketing is about reaching consumers to meet customer demands and sales objectives.
The power of PR:
PR focuses on growing the brand’s favourable perception. One of the key differences is that marketing teams don’t work with media to tell the organization’s story and engage in media relations. In PR, building a positive environment and maintaining strong relationships through earned media coverage contributes to the organization’s overall success.
Media relations, launch events and brand partnerships are all examples of PR services that contribute to the bottom-line. Strategically placed, positive media news coverage of a company lifts an organization’s reputation among a variety of publics.
The united bond:
In order to create successful campaigns, marketing and PR departments are currently working together to ensure the brand’s key messages, tone, goals and objectives are in agreement and are on the same page. The brand narrative should be thoughtful and work seamlessly with each other in both the marketing and PR initiatives to create one great big story.
Interested in exploring more about about the difference between advertising, PR and marketing? Learn the difference between paid, earned and owned media from a previous blog post here.