If you use public relations tactics and hope to get results that really only marketing can produce, you’re going to be frustrated and likely begin to doubt the effectiveness of using PR to grow your business. The same is true if you mistakenly use marketing tactics and hope to get results that are more PR-related.
So what do you need to know? Let’s cut to the chase and set the record straight on the biggest and most important differences between public relations and marketing. This is not to say there won’t be exceptions to the rule. There always are. But for the sake of drawing a clear line, take these statements with a grain of salt.
Marketing is proactive. Public relations is reactive.
Marketing is almost always planned and purchased well in advance. Whether that’s a direct mail piece or promotional materials. When needed, public relations can be reactive in an effort to solve a problem, address a concern or announce something newsworthy. As a PR professional, I would certainly advocate to not make your PR efforts solely reactive. That’s as silly as it is dangerous. Public relations can and should be both proactive and reactive; however, marketing is rarely if ever reactive.
Marketing is business. Public relations is communications.
Here me out on this one. At Penn State (and likely at many other colleges across the world), my major of public relations was housed in the College of Communications, along with other majors like advertising and journalism. Marketing, however, was in the College of Business. This may seem trivial, but really it can help you understand just how closely marketing is linked to business and public relations is linked to communications. From the time someone begins to formally study one of these industries, they are placed on one of two very different paths.
Marketing changes your bottom line. Public relations changes public perception.
If you want to know if you marketing tactics are working, look at your bottom line. How have they impacted sales? On the other hand, quantifying your public relations efforts isn’t so straightforward. A good PR strategy will help to positively change the public’s perception of your brand. This can be tracked in various ways including focus groups and customer surveys, but the data tends to be harder and more expensive to obtain than simply pulling last quarter’s sales numbers.
Marketing is focused on sales. Public relations is focused on relationships.
If you remember nothing else, remember that marketing is growing sales and public relations is growing relationships. By growing relationships, this often leads to greater sales – which is why marketing and PR work well to support one another – but this is not the main focus. This understanding is critical because all too often I run into clients who are disappointed that PR isn’t producing higher sales, when that’s not its number one objective! If your focus is sales, look to marketing and if your focus is increasing good will with your customers, look to PR. Both will work together to grow your brand, but in their own unique way.
Still struggling to differentiate when to use Public Relations and when to use Marketing to grow your business and brand? Ask a question and let us help you answer it!