By Paine Froistad
According to the Oxford dictionary public relations is defined as, “the professional maintenance of a favorable public image by a company or other organization or a famous person.” For many this definition may mean nothing in terms of practicing what is preached. Questions often asked include: What is the maintenance of public image? How does one do that? Marketing also favors positive public image, right?
The Oxford dictionary defines marketing as “the action or business of promoting and selling products or services, including marketing research and advertising.” These dictionary definitions of public relations and marketing hardly share common keywords and the definitions sound so opposite of each other, however there are many similarities and differences between public relations and marketing.
CP Communications, a PR group based in Sydney claims there are seven main differences between PR and marketing: (1) activities/tactics, (2) Target audiences, (3) two separate goals, (4) legitimacy of messages, (5) business ROI, (6) longevity.
Let’s break down their list:
Activities/Tactics: Marketing is as expected, they work for sales and advertisements to increase company reputation, while PR works on managing and creating reputation.
Target audiences: Marketers want audiences to remember the company, and when in a store or otherwise associated situation, the company is what the consumer is drawn to. PR communicates broadly with consumers and media to work for a favorable image of the company.
Two separate goals: Similar to the previous bullet point, marketing’s goal is to increase presence in consumer’s minds, as well as increase general sales and consumption of said product or service. PR uses calculated strategies to increase favorable mass opinions of an organization or service.
Legitimacy of messages: Statistically speaking, PR messages tend to be more accurate due to marketing’s messages being directed toward an immediate and concrete revenue or increased monetary gain. As CP Communications states, if a journalist/reporter or a publicist with a well-known name, or a respected “opinion-leader” organization publishes said opinion it is more likely to be seen as reputable.
Business ROI: Marketing is paid exposure, while PR is free exposure often intended to increase a company’s credibility or general public image.
Longevity: PR usually requires long-term plans and effects on public image, whereas marketing is seen as roughly short term and “instant” benefits.
Reference
PR and marketing: What's the difference? (2018, August 31). Retrieved January 04,
2021, from https://publicrelationssydney.com.au/pr-marketing-whats-difference/