Can You Spot the Difference? Public Relations & Marketing

Emerging Markets: PR versus Marketing??

Two rapidly changing parts of the business world are marketing and public relations. These two departments are an essential part of making an organization run successfully. But most people don’t actually know what makes these two departments and industries so different. Can you tell the difference??

Marketing is an activity a business or individual engages in to promote and sell a product or brand to a targeted audience. This is generally a one-way communication method that a company or individual will inform or entice an audience. There is no direct or quick response within this communication type.?

In contrast, public relations (PR) is a strategic two-way communication process in which a grouping or individual public relations professional manages an organization’s public?reputation.

Types of Marketing:

1. ?Radio & T.V Advertising?
2. Digital Marketing
3. Search Engine Optimization (SEO)
4. Pay-Per-Click (PPC)
5. Affiliate Marketing?
6. Social Media Marketing
7. Influencer Marketing?
8. Content Marketing?

Within digital marketing there are various strategies:?

1. Email Marketing?
2. Mobile Marketing?

Within Public Relations, there are also various subsectors. Let's look into a few of them.

Types of Public Relations:?

1. Media Relations
2. Crisis Management?
3. Community Relations
4. Employee Relations
5. Social Media Communication
6. Corporate Social Responsibility
7. Public Affairs?

Let’s first delve a little bit deeper into what all of the aspects of marketing mean:

Marketing Metrics:

1. Broadcast Marketing (Radio & T.V.) -?Advertisements shown on media platforms aside from internet outlets. This includes advertisements over radio channels, television commercial ads, news channels.?Digital Marketing:

1. Pay-Per-Click (PPC) - A type of internet marketing in which advertisers pay a fee each time their advertisement is clicked upon.Search Engine Optimization (SEO) -This type of marketing uses techniques to maintain relevance of the website and relate to the algorithm used to bring websites to the top of the natural search results. This is a form of website optimization.?
2. Affiliate Marketing - A type of promotional marketing in which the affiliate of a company earns commission for widening the reach or marketing a product or company. This can be linked to influencer marketing.?
3. Social Media Marketing -?Used on social platforms meant to portray brand messages and personas. Social media marketing promotes a product, service, or brand using various tactics to resonate with a target audience. It can be a cumulative persona on a social media page or a specific marketing strategy used to garner an action such as make a purchase or drive traffic to a page.?

There are various elements of social media marketing:

1. Viral Marketing - a promotion style that relies on an audience to organically push a message or promote a product. This is primarily used on social media to rapidly boost an advertisement or product promotional content.
2. Influencer Marketing - a collaboration between social media content creators and companies to promote a product, service, or brand. This content is usually created in exchange for monetary compensation or other suitable compensation. This is a cheaper yet rather effective alternative to other types of media promotion techniques.?
3. Content Marketing - a strategy used to entice, engage, and retain an audience by creating relevant content in the form of a video, podcast, article, or other media. Its goal is to create product or brand awareness. It may also attempt to establish expertise and prove facts about a product to entice consumers.

The Digital Age: Digital Marketing Strategy:

1. Email Marketing -A form of marketing that targets a specific mode of communication. This type of marketing uses emails as a way to communicate new products, promotions, important account or shipment information, tailored product offerings etc. This type of marketing also has to conform to various displays such as mobile, computers etc.?
2. Mobile Marketing -This type of marketing is specifically structured to fit the format of a device such as a phone. Marketing material such as text promotions, push notifications, email marketing etc. This type of marketing is generally grouped by shopping or buying behaviors rather than demographic or psychographic information that other types of marketing may utilize.?

Marketing also has metrics used to measure success called key performance indicators (KPI’s):

1. Cost per lead -This metric measures how effective in terms of budgeting and cost-efficiency a marketing campaign is. Marketing campaigns that use metric have a purpose to generate new leads to create sales opportunities.?
2. Conversion rate -This metric examines the amount of traffic that completes a specified action such as purchasing an item. This shows how effective a site or page is at converting digital shoppers into paying customers.
3. Traffic -Metric that tracks the number of visitors to a website or mobile application. This can include web page views, website visits, click through amounts from a link to a specific page etc.?
4. Engagement rate -This metric is mainly used in regards to social media marketing types. This is used to describe the amount of interaction such as likes, shares, comments, views, etc. a post, story, video or other type of content receives.?

We mentioned this a few times in our definitions, but what exactly is a brand? According to the American Marketing Association (AMA), a brand is a name, term, design, symbol, or feature that differentiates a seller’s goods or service apart from another. A brand is an intangible asset that is intended to create distinctive associations that therefore generates economic value.?

A final part of marketing that is vital to the analysis aspect of marketing is marketing research. Marketing research links consumers and the public to a marketer through quantitative and qualitative information. This information identifies opportunities and problems that monitor the understanding of the performance of a brand or product.?

Relations in Public Relations??

Now that we know a little bit about the different parts of marketing, let’s talk about what exactly public relations is and what aspects entail it. According to the public relations society of america (PRSA), “public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”. It is about influencing, engaging, and building a relationship with the public that will frame public perception of an organization.?

Types of PR:?

1. Media Relations -?Direct coordination with media outlets to communicate an organization’s mission and to manage a situational perspective. This type of communication is structured to maintain a positive outlook for a company.?
2. Community Relations -The management of developing relationships between an organization and it’s local community. This type of communication is necessary for a business to establish itself with the support of its community.?
3. Employee Relations -This is an internal communication matter that refers to the efforts to maintain composure, professionalism, and satisfaction amongst an organization’s employees. Employee or internal relations strives to maintain a positive atmosphere and relationship with and among employees.?
4. Social Media Communication -This type of management controls the public image of an individual or company on social communication platforms. This can be under the umbrella of crisis management or a strategy to maintain the general good standing of public perception.?
5. Corporate Social Responsibility -This entails a company or individual meeting the standards of responsibility outside the simple economic purview that generally drives a brand or organization. PR is used as a strategy to amplify this type of campaign to positively impact an image.?
6. Public Affairs -Efforts by a business to organize, manage, and engage in external business relationships. This can entail corporate social responsibility, government contracts, business-to-business communications etc.?
7. Crisis Management -Application of strategies used to control a sudden negative event affecting a company. It’s purpose is to minimize the negative effects of a situational outcome.?

Measuring PR

Public relations also has metrics but they are somewhat different than marketing key metrics:

1. Media Impressions -Calculation that shows the number of people who have heard of a company whether it is through word of mouth, a marketing campaign, or other method. This is usually measured on a periodic basis.?
2. Audience Engagement -?This can be seen through two way communication such as social media outlets. This is an instant feedback method that allows audiences to share how they feel about a specific campaign.

To sum up, public relations and marketing have different functions but they are both very important to understand. Public relations deals with the management of? consumer or public views on a company. Public relations professionals deal with instances of negative events to maintain a positive outlook on the image of a company. Marketing is more of a one sided communication. It is rapidly changing to encompass more analytical and transparent aspects. Marketing deals with the portrayal of a brand or image for the purpose of having the viewer or consumer complete a specific action. This can be either to be directed to a specific page to complete a purchase, engage with a post or account or to fulfill some other action or feeling.?

The future of public relations and marketing is rapidly evolving and encompasses very different techniques, outlets, and metrics from those of the past. There are so many subsectors of each industry. They are involved in processes you might not even recognize. But they are both aspects that a business could not be successful without. Did you know all of the aspects of marketing and PR and were you able to spot the difference??

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