Many people, including industry professionals, can find it hard to separate pr and marketing. In recent years, social media has only added to the bewilderment by blurring the lines between the two further. Much of the confusion arises from their many overlapping objectives, and frequent collaboration. But while end goals may be closely related, there is a distinct difference in their tactics to achieve those goals. As creative agency that provides both pr and marketing services, often to the same client, it is important to foster a clear understanding of each activity. So here we go…
While both activities work to improve the standing of the company, their strategies, focus and measurements of success are very different. Here’s a breakdown.
- Target Audience
- Marketing: Current or potential consumers
- PR: All stakeholders, media and the public at large
- Primary Focus
- Marketing: Conducting advertising and other marketing initiatives that will result in increased sales.
- PR: Managing messaging and communication channels to maintain a positive brand awareness and building relationships.
- Marketing: The power to sell. Advertising and other forms of direct marketing are the shortest route to increased sales.
- PR: The power to change minds. Messages can be more influential when received through PR channels, as articles and other third party sources are perceived as more credible than ads.
- Measuring Success
- Marketing: Success is generally measured by increases in sales revenue and realizing short term results.
- PR: Gaining positive media exposure and influencing a positive change in perception. Generally focused on more long term results.
- Daily Activities
- If you’re still struggling to separate pr and marketing, think about the activities a professional might conduct over the course of a day.