I’m always happy to see a PR professional. That’s because I know that if you’re talking about public relations, there’s a decent chance that you’re talking about me.
But when it comes down to the details of our roles and responsibilities, well, let’s just say we’ve got some pretty fundamental differences in how we think about things.
It may be possible for us to bridge those gaps if we address them head on — but if not then at least by understanding where they exist and why they matter we can work together more effectively (and avoid wasting time).
| Takeaways |
|---|
| The separation between PR and marketing can lead to more focused and effective strategies. |
| Keeping PR and marketing distinct allows each team to leverage their unique strengths. |
| Collaboration between PR and marketing should be strategic and well-coordinated to avoid confusion. |
| Clear communication and defined roles are essential to prevent overlap and ensure smooth operations. |
| Maintaining the independence of PR and marketing can lead to a more cohesive brand image and messaging. |
You Care About The Numbers, I Care About The Audience
You care about the numbers, I care about the audience. You think short-term, I think long-term. You’re focused on sales and marketing campaigns, while I focus on branding and reputation management.
In your mind, our jobs are at odds with each other and for good reason: we have two very different approaches to communicating with people to reach an end goal (you want them to buy something from you; I want them to support our message).
But what if there was a way for us both to get what we wanted without competing against each other? What if there was a way for us all of us PR people and marketers alike to work together toward the same goal: connecting with people who are interested in hearing from us?
While many believe in the power of interruption marketing, its effectiveness might surprise you. Learn more about the misconceptions surrounding interruption marketing in our article on why interruption marketing doesn’t work the way you think it does.
We’ve Got Different Audiences
You’ll also want to know that your audience is different. While both are intended to drive awareness, PR is focused on getting your message out to the media, and marketing is focused on getting it out to the public.
But even then, there’s a more important difference: The people who consume PR are typically journalists.
Or other professionals in the field you’re trying to reach they’re experts in their field, and have access to audiences that matter (read: eyeballs), and can help spread your message far beyond what any social media post could ever do alone.
Meanwhile, Marketing’s audience is generally made up of amateurs who are interested in what you have to say but aren’t necessarily influencers themselves.
Meaning that if someone sees one of your posts on Facebook and decides they like it enough to share it with his or her friends and family members (or even just likes it enough), those people probably aren’t going anywhere near publications like Forbes or Fast Company anytime soon.
You’re A Scaremonger, I’m A Realist
PR and marketing are two very different entities, but they both play an important role in the success of any company. PR is all about creating a positive image of your company, while marketing focuses on creating a positive image of your product or service.
In the end, their goals are essentially the same: to spread awareness about what you do in such a way that people want to do business with you.
However, PR and marketing have different approaches to this goal PR focuses on managing the message (or story) while marketing focuses on managing the brand.
Ready to dive into the world of interruption marketing? Our ultimate guide to interruption marketing offers comprehensive insights and strategies to help you master this approach and achieve better results.
There’s No Such Thing As A ‘sales Opportunity’
Sales opportunities are a myth. They’re the marketing equivalent of unicorns – you might hear about them, but they don’t exist.
The notion that there’s some magical moment in time where someone suddenly becomes open to buying your product is hogwash created by people who want to sell you something else.
It’s the same kind of thinking that led Coca-Cola to create a New Coke (and then quickly abandon it). I’m sure there were plenty of customers who would’ve been happy with just another variation of Coca-Cola but they weren’t willing to pay more money for something “new.”
You Live In The Present, I Live In The Future
PR and marketing are like two siblings who are constantly at odds with one another.
PR is the older sibling and brings an air of authority to the table, but is often criticized for being overly conservative.
Marketing is the younger sibling, but she’s unpredictable and wild sometimes you love her for it, and sometimes you wonder where she got such a dirty mouth from.
PR tends to focus on long-term goals while marketing focuses on short-term results; PR thinks in terms of differentiators while marketing thinks in terms of details; PR can be seen as a little unemotional while marketing is all about feelings.
Your Mindset Is Sales, Mine Is Brand Building
But that doesn’t mean you can’t learn from each other. To me, PR professionals are looking for long-term results; marketing professionals are focused on short-term ones. As a result, we’re both always looking to build our brand rather than sell a product and that’s where they clash.
Marketing professionals can help communicate specific messages and make sure your audience is receptive to what you have to say when you’re ready to release new content or announce an event.
But their mindset should never be allowed into the work of building your brand: It will only serve as a distraction from your goals and values as an organization or individual.
PR pros also need to understand how data analysis works to effectively communicate with stakeholders (and perhaps even direct marketers) about their campaigns’ effectiveness at connecting with their target audiences over time.
The landscape of marketing is evolving, and content marketing remains a pivotal strategy. Discover why we believe in the evolution of content marketing in our article on the transition from content marketing to a new era, where old concepts give rise to new innovations.
You’re All About Data, I’m All About Brainpower
As a marketer, you’re all about data and measurement. You love the science and numbers behind what your team does. You see the value in analytics, ROI calculators, and Return on Investment (ROI).
You want to know which of your campaigns are working and also what they’re doing wrong so that you can improve future campaigns.
On the other hand, I’m more of a creative writer who loves language and storytelling. I prefer to focus on ideas rather than analytics or metrics maybe because I majored in English Literature at college rather than Marketing or Advertising!
While it’s great that we both understand data-driven marketing strategies like A/B testing and split testing different headlines on social media posts before launching them live with our audiences (and yes please!).
This doesn’t necessarily make us compatible as colleagues when it comes down to business goals for clients’ businesses over time: yours may be looking for more clicks; mine may be looking for more conversions…or something else entirely!
We’re Both Trying To Be Proactive But For Different Reasons
PR is trying to be proactive to get the word out about a product or service. Marketing is trying to be proactive to get people to buy a product or service.
PR can help you with brand awareness, but marketing takes it one step further by helping you sell your products and services (or whatever it is you’re trying to sell).
The Difference Between Journalists And Influencers
While a journalist is a reporter who works for a media outlet, an influencer is simply someone who has a large number of followers on social media.
Both groups are influential in their ways. Journalists can influence their audience through the stories they report and write, while influencers influence their followers through their opinions and recommendations.
Both types of people can influence your audience, so it’s up to you as a marketer or brand manager to determine whether or not these two should ever meet!
Crafting a successful outbound marketing strategy requires careful planning and execution. Dive into the essential steps and considerations in our guide on how to build an outbound marketing strategy that stands out and connects with your target audience.
The Issue Of Trust (And Whether You Can Buy It)
Trust is a critical aspect of any relationship, and it’s built over time. The best way to build trust is, to be honest, open, and transparent. Don’t just say you’re being transparent when you’re not; actually, be transparent in your communications with others.
Being consistent is another way to build trust. If you are consistent in your actions (and words), people will know what they can expect from you when they partner with you or hire your company or use your product or service again next month/year/decade down the line.
Reliability is another cornerstone of building trust if someone says they will do something on their end and then doesn’t deliver.
That causes problems for everyone involved including potential customers who might choose another provider instead because of experience dealing with unreliable companies like yours!
The Difference Between The Long Term And Short Term Goals Of Pr And Marketing Professionals
The PR professional is focused on building relationships with the media and other influencers so that when they need to create opportunities in the future, those relationships will be there.
PR professionals are building trust, not just selling a product or service. They’re doing their best to help build a brand rather than just selling a product or service.
That’s why it’s so important that PR and marketing don’t meet: because if they do, then marketing wins every time!
The Issue Of Familiarity Breeds Contempt (Or At Least Indifference)
The issue of familiarity breeds contempt (or at least indifference), and it’s not just PR professionals who can get caught up in this.
Marketers and salespeople often see their job as selling to consumers, but many don’t understand that when they’re doing that, they should be focused on what their audience needs and wants, not just on getting a sale.
Marketing is a long-term investment that requires an understanding of the customer’s experience over time.
Meanwhile, PR professionals are always looking for ways to get attention for clients’ products or services but if you’re only focused on getting coverage for your client without knowing who’s going to be reading it or how it will benefit them down the line, your efforts may be wasted.
The bottom line: Both sides need each other if they want any chance at success.
The Need to Collaborate with People Who Come from Different Backgrounds and Disciplines
Although the two disciplines are often thought of as interchangeable, PR and marketing have different aims and audiences. PR professionals generally work with journalists to get their clients’ stories in front of the public and generate positive press for their business brands.
Marketing professionals focus on developing strategies to sell products or services more effectively, usually by employing different messaging than what is used in traditional media.
Their goal is for consumers to buy something not necessarily because it’s good for them (like eating nutritious food), but rather because they feel like buying it will make them feel better about themselves or make them look cooler in front of others.
A Closer Working Relationship Between PR And Marketing Professionals Can Result In Greater Effectiveness And Efficiency
So, what does this mean for you? It means that if your company is looking to get more out of its PR and marketing efforts, it’s time to start thinking about how you can improve communications between the two departments. And that means asking yourself some hard questions.
If you’re not sure where to start, consider these:
- How well do our messages reflect who we are as a brand?
- Are they consistent across our channels and mediums?
- Do they convey what we want them to say (and nothing more)?
- Are they helping us achieve our business goals?
For both departments to work together effectively, it will require plenty of humility on each side as well as clear communication about objectives and expectations.
But when done right and with enough shared vision this kind of collaboration will result in greater effectiveness.
And efficiency for your company overall by making sure all key messages are coordinated between marketing professionals so that those working behind-the-scenes have the tools needed for success within their spheres of influence!
While some marketers shy away from interruption marketing, there’s a unique perspective to consider. Explore the reasons behind our welcoming stance toward interruption marketing in our article on why we embrace interruption marketing as a valuable strategy for engaging audiences.
Conclusion
The key takeaway here is that the differences between PR and marketing professionals can result in some wasted time and effort. But if you work together with a common goal, then you can collaborate more effectively and efficiently.
The key is to be open-minded and willing to listen not only to what people say but also to how they say it!
Further Reading
The Advantages and Disadvantages of Public Relations: Explore the pros and cons of public relations in marketing, along with its impact on brand image and communication strategies.
Problems with Public Relations Today: Discover some of the current challenges and issues faced by the field of public relations, and gain insights into potential solutions.
Advantages and Disadvantages of Public Relations: Delve into a comprehensive overview of the advantages and disadvantages of utilizing public relations as a strategic tool for businesses.
And here’s the “FAQs” section based on the semantic of the titles:
FAQs
What are the benefits of public relations in marketing?
Public relations play a crucial role in shaping brand perception, enhancing credibility, and fostering positive relationships with the target audience. Learn more about the advantages of public relations in marketing.
What challenges does the field of public relations face today?
The realm of public relations is not without its challenges, including navigating the digital landscape, managing crises effectively, and maintaining transparency. Discover the problems currently faced by public relations professionals.
How does public relations influence brand image?
Public relations efforts can significantly impact how a brand is perceived by the public. Find out how strategic communication and image-building initiatives contribute to shaping a positive brand identity.
Are there any downsides to using public relations strategies?
While public relations offer numerous benefits, there are also potential disadvantages to consider. Explore the drawbacks and limitations of utilizing public relations as part of your marketing strategy.
How can businesses address the issues in public relations?
Facing the challenges in public relations requires proactive measures and innovative solutions. Gain insights into strategies and approaches to effectively address the problems that arise in the field.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.