Do you need help determining what sets public relations apart from marketing?
Let me reassure you: you are not alone!
First and foremost, I am a marketing professional, and during my training, we spent very little time on public relations.
It was during my first job as a professional that I truly discovered what public relations is.
You know me, I like to get to the heart of the matter quickly, so here it is:
To give you a quick idea of what sets public relations apart from marketing, you need to know that PR is a component of the marketing plan.
For those who haven’t studied marketing, it’s pretty simple.
There are generally 5 axes that makeup marketing.
The famous 5 Ps in English:
Product
Price
Place
People
Promotion (this is where public relations come in)
Yes, public relations are generally integrated into promotion (to make your product/service/company known).
Often, we find ourselves in the same budget category as advertising.
So marketing is a set of activities that can include:
- Defining a product (its name and packaging);
- Identifying the target audience (who are the consumers);
- Developing the sales network;
- Setting the price; and
- Choosing how to promote it (this is where PR comes in).
Suppose you think about the new spicy-flavored Coca-Cola. In that case, it’s easier to understand the role of marketing teams that have certainly contributed to the image of this new product, its price, etc.
They have probably been involved in choosing PR agencies around the world for the launch of this novelty!
That’s the difference between marketing and public relations.
And I can assure you that this distinction is not clear for a huge number of people.
And obviously, in the promotion part, you find all types of advertisements (traditional and online). This involves buying spaces or paying Facebook, Instagram, or Google to present your ads to their users.
Public relations are the organic part of your promotion plan, as you generally don’t pay a journalist or an influencer to talk about you.
I say “generally” because there are gray areas, especially since influencers have developed.
We often work with influencers without paying them, usually in exchange for products or an experience.
However, we also often pay influencers, especially when a brand requires specific messages to be broadcasted by influencers.
But that’s another podcast topic!
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