Some people confuse public relations (PR) and marketing, but they aren’t the same thing. PR focuses on creating a positive image for the company, while marketing focuses on attracting new customers to the business. Let’s look at some differences between PR and marketing, where the two overlap, and why your business needs both.
What is the difference between PR and marketing?
The main difference between the two terms is that marketing focuses on selling products, while PR focuses on maintaining the company’s positive reputation. Here are some of the biggest differences between PR and marketing:
- Daily activities: Marketing and PR professionals spend their time in very different ways. You can find PR professionals writing press releases, pitching positive stories about the company, and building media relationships. They’re also responsible for handling crises like data breaches or customer service incidents. Marketing professionals spend their time planning product launches, creating affiliate programs, and conducting client research.
- Audience: Another difference between the two departments is the audience they reach. The PR department speaks to different audiences depending on the company's needs. For instance, they may create a positive outreach with the media, company stakeholders, or even employees. In comparison, the marketing department is focused mainly on reaching customers and prospects.
- Goals: When the PR and marketing departments approach their jobs, they have very different goals in mind. PR is focused on creating a positive image for the company and building a positive relationship with the company’s various stakeholders. Meanwhile, marketing focuses on reaching customers and prospects and increasing sales for the company.
- Metrics of success: Another key distinction between marketing and PR is how both departments measure success. PR professionals consider whether or not they effectively create a positive buzz for the company. In comparison, marketing might look at whether a product met its sales goals or the ROI from a recent campaign.
[Read more: A Complete Business Guide to Public Relations]
The question isn’t whether you should focus on PR vs. marketing — your business needs both if you want to maximize its reach and impact.
The role of social media in PR and marketing
It’s easy to understand why marketers use social media on a daily basis. Platforms like Instagram, Facebook, and LinkedIn allow businesses to reach their target audience, attract new customers, and gain feedback on their products and services.
Many people probably think of social media as a marketing activity, but it plays a role in PR as well. Georgetown University’s Center for Social Impact Communication found that social media has changed PR for the better.
Social media has amplified the reach of PR professionals by allowing them to speak to a larger audience. And any press releases, emails, and other content the PR team releases have a longer lifespan thanks to social media.
Where do PR and marketing overlap?
PR and marketing have different objectives, but there are some inevitable overlaps between the two departments. That’s because the success of one department really hinges on the success of the other.
For instance, the marketing team will have a hard time increasing sales if the company has poor brand awareness. Or, if the company receives a lot of negative press, sales may decline in response.
Social media marketing is an activity that both departments often utilize. That’s because social media can be used to build brand awareness and to carry out targeted marketing campaigns.
These two departments can’t exist in silos, so the best thing your company can do is to align both strategies. This will allow you to maximize your efforts at both and build positive relationships with your target audience.
[Read more: What Is the Difference Between Advertising and Marketing?]
When to use PR vs. marketing strategies
The question isn’t whether you should focus on PR vs. marketing — your business needs both if you want to maximize its reach and impact. The best thing you can do is make room in your budget for different departments that focus on each activity. That way, neither gets pushed to the back burner, and you’re continuing to build a positive reputation for your company and reach new customers.
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