Public relations, also known as PR, and marketing have different but crucial roles for businesses. One of the most common questions we’re asked is what is the difference between PR and marketing. Whether you’re new to marketing or a PR pro, we’ll help you define the difference between them.
What is public relations?
PR is a form of marketing. Public relations, or PR, is managing and improving a company’s reputation. We strategically communicate with key stakeholders, including the media, customers and the public, to mould and maintain a positive public image. Traditional and digital PR and influencer marketing are all considered forms of PR.
PR has many benefits. It builds brand awareness, trust and credibility through improved brand perception in the media. Furthermore, it improves search engine optimisation, or SEO, through securing links from high-ranking media websites. The media has a large reach, and people trust it, which means that by securing PR coverage, a brand can drastically expand its customer base. This, in turn, helps to drive revenue.
What is marketing?
Marketing focuses on promoting and selling products or services. It encompasses a range of different marketing activities that identify the customer’s needs, build the brand, and persuade potential customers to make a purchase. Marketing strategies often include branding, market research, advertising campaigns, sales promotions, PR and distribution channels, all aimed at driving sales and generating revenue.
Key differences between PR and marketing
Objectives:
PR: Aims to build and protect the company's reputation, fostering a positive public perception.
Marketing: Focuses on promoting products or services to increase sales and market share.
Approach:
PR: Uses earned media, such as press releases and media coverage, to convey the company's narrative.
Marketing: Relies on several different strategies such as paid advertisement, email marketing, social media and PR to reach target audiences.
Metrics of Success:
PR: Usually, a campaign is deemed successful by the quality of media coverage, improved public brand perception and relationship building. However, at Lem-uhn, we are analytical in measuring success. We use traditional PR metrics, including coverage reach and public perception, combined with more detailed metrics like improved organic web traffic, search growth and sales increases.
Marketing: Evaluates success through metrics like sales figures, conversion rates, and return on investment, also known as ROI.
The Synergy Between PR and Marketing
While PR and Marketing have distinct roles, their collaboration can lead to a more cohesive and powerful brand presence. For instance, a well-executed PR campaign can enhance the credibility of marketing efforts, making promotional messages more believable and impactful. Conversely, marketing initiatives can support PR by providing compelling content and cross-marketing promotional opportunities for public relations activities.
Public relations should fit in as part of a wider marketing strategy. Furthermore, companies should have a marketing strategy in place before implementing a PR strategy.
Conclusion
Both public relations and marketing are vital components of a successful business strategy. PR builds the foundation of trust and credibility, while marketing drives consumer interest and sales. By understanding and using both as part of a company’s overall marketing, businesses can grow their revenue and improve their performance.
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