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Don’t Confuse Public Relations And Marketing
In fact, public relations should be categorized as one of many subsets of marketing, while marketing falls under the broad umbrella of advertising. It is easy to confuse public relations with marketing.
According to the American Marketing Association, the main focus of public relations is upon a flow of information between a company and people. It is relationship oriented, whereas marketing is results (through activities) oriented. Marketing attempts to connect products and/or services to certain groups of people. This is done by using many vehicles, including public relations. These two areas of advertising are frequently lumped into the same bowl, as fuel to increase sales. In reality, marketing would be the bowl itself, and public relations would be part of the contents of the bowl. The marketing department is expected to develop measureable methods for increasing sales. Marketing efforts are aimed at informing the public about new company products or services, upgrades in current offerings, and all activities that promote either the company or the products or services that the company produces. Public relations departments function to assist the marketing department in creating and maintaining a positive relationship for the company in the eyes of the public and its stakeholders. This department is uniquely important for overcoming bad publicity or disastrous occurrences like product recalls. The public relations (PR) department works within the company also, smoothing communications and bonding of internal management and employees.
Public relations departments support marketing efforts by helping to identify strategies that will work to reach certain demographics. It looks more to the broad picture of the company and its reputation, rather than to individual products, services or problems. There are many differences between these two areas of advertising. Marketing deals with product or service awareness, promotions and sales results. It creates campaigns, literature, advertising, videos, support materials, training materials and other items that will help increase sales. This department will take information and statistics from the public relations division and use it in the formation of marketing promotions. Marketers work with pricing and cost effectiveness, profitability and measureable results. Marketing efforts are generally short term activities. Public relations is an area within marketing that deals with how the public perceives the company/brand and its products or services. It focuses on promoting the company as a whole, rather than individual products. The PR department is always watching and becoming aware of how the public reacts to the company, or to news about the company and its products or services. It calculates previous results and tries to apply that knowledge to new strategies. Public relations efforts are generally long term projects.
These two areas of advertising are definitely related, but different. The public relations department supports the marketing department. Don’t confuse public relations and marketing; each is important to the overall success of a company.
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