Both Marketing and Public Relations play a pivotal role in the success of a business. With their combined efforts, a business can reach their audience better, make sales and also build a strong brand value. But, most of the time, people, including the communication experts, cannot clearly distinguish between the two. They either fail to recognize the potential of the other or do not know how to implement both the strategies for their business.
What is PR and Marketing?
Before understanding the difference between Public Relations and Marketing, let’s get into exactly what the management functions mean.
The Public Relations Society of America defines PR as “PR helps an organization and its publics adapt mutually to each other. Public Relations broadly applies to organizations as a collective group, not just a business; and publics encompass the variety of different stakeholders.”
And as for Marketing, it has been defined as “”Marketing is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”, by the American Marketing Association.
The definitions highlight how different PR and Marketing are, but when it comes to assigning each a role in the business, it can get tricky. So here are the clear distinctions between Marketing and Public Relations that will help you in implementing them better in your business.
PR Versus Marketing
The focus of the strategies is where they are entirely different. Where Public Relations is aimed at building relationships, Marketing focuses on products and services.
Public Relations aims at building and maintaining a better relationship with the public, stakeholders and the media. It helps in creating a favorable environment for the business to launch, market and sell products and services. It creates a good brand image making it easier for the public to trust the marketing and advertising campaigns and compel them to make the final purchase. In a way, Public Relations supports marketing, advertising and other tactics.
Marketing is all about the product and services focusing on the 4Ps, i.e. the product, price, promotion and place. The process involves the R&D and production of the product, calculating the right price for the product in relation to the market, deciding upon how to distribute the products and promoting the product through various advertising and marketing tactics after thorough market research.
Marketing is directed towards making sales, resulting in improving the bottom-line results of the business whereas, public relations consultancy indirectly supports the goals of the company.
- Target audience
Marketing directs its activities to attract customers, both existing and potential customers with its offers and promotions. Public Relations aims at maintaining a cordial relationship to a wider audience, which includes the customers, employees, shareholders, media and anyone who is connected with the company.
- Period of Rewards
Marketing is a short-term promotional activity that focuses on achieving goals within a defined time period, whereas, Public Relations is an investment for the company. With continuous effort, PR helps the brand build a positive reputation and goodwill,which will bear fruitfor a longer time.
Marketing and PR are important for the business’ growth and achieving its goals and objectives. Leaders should incorporate the marketing and PR strategies appropriately to achieve better results for the business.