Is there really a difference between Public Relations and Marketing?

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/

Six Tips for a Successful Finals Week

By Caroline Boykin

Finals week is arguably one of the most stressful weeks of the year for college students. Break is in sight, but just out of reach. Final exams have long been associated with sleepless nights of cramming for next day exams and a week of stress. Final exams, as daunting as they may seem, do not have to take the toll that they often do. Here is a list of study tips which may help alleviate some of the stress of exams: 

1.    Start early- waiting until the last minute to start studying for final exams creates unnecessary stress! Studying early will allow you to study in smaller doses, rather than having to cram last minute. 

2.    Budget your time- evaluate which courses will take more time and which will take less. Make sure to start studying earlier for the more comprehensive exams, in order to leave time to study for exams that require less preparation. Check the Georgia Southern final exam schedule to determine which exams are earlier in the week and which are later. This will help decide which exams need to be studied for earlier.

3.    Create a (socially distanced) study group- the phrase “two heads are better than one,” proves true when studying for final exams. Playing review games, comparing class notes, and quizzing each other may help you retain information and increase motivation to study.

4.    Limit distractions- When studying, the temptation to check your phone or watch television can grow with each passing minute. Putting away devices while you study makes an environment more conducive to studying.

5.     Take breaks- This may sound counter intuitive, but taking breaks while studying will help you from becoming exhausted or burnt out. After a period of uninterrupted study time, reward yourself with time to watch television or get some fresh air outside!

6.    Stay well rested and well fed- Remember, you cannot pour from an empty cup! During finals week, remember to get plenty of rest and make time to eat. Disregarding your health will only contribute to unneeded stress. Self- care is an important part of preparing for finals.

These tips are certainly not a cure- all for finals week stress but can help the process run more smoothly. Remember, each day in class has prepared you for these exams. Believe in your capabilities and remember all you have accomplished. Good luck during finals week!

Learning Abroad

By Caroline Nimnicht

In July 2017, I went overseas to study abroad in London for five weeks. It was hands down the best decision I ever made. While there I took two classes: British Voice Diction and Dialect, and Public Relations Communication Crisis with one of our own professors, Dr. Groover. While abroad I knew I would be studying public relations, although I didn’t anticipate utilizing the skills I had already obtained.

A big part of studying abroad is adapting to and learning about the culture you’re in so we were only in the classroom two days out of the week; the other three were spent diving into London’s culture. For Dr. Groover’s Crisis Communication class, we spent our Wednesday’s going on field trips throughout London. For one of the field trips, we spent a day at an international PR firm, ABI Public Relations. Members of the firm came in and provided insightful real world PR advice which I found especially beneficial considering it was coming from individuals who had been working in the public relations for years. One of the lecturers actually had an exercise of writing a press release which was a little stressful at first, but ended up being extremely helpful with the constructive feedback we each received.

Since we didn’t have class or field trips on Fridays, some friends and I traveled to Paris and Rome for two of the weekends. These countries were much different than London since a different language was spoken, but my friends and I still managed to navigate our way through just fine while simultaneously making friends along the way. A big part of public relations involves networking and interpersonal relationship skills. Just about everywhere I went, I met someone new and expanded my network.

As I’ve said, going abroad was the best decision I have ever made. I grew in so many aspects as a person because of it and can say with full confidence that I am and will be a better PR practitioner because of it.

You're Graduating . . . Now What?

By Raven Hall

The last few weeks of my college career have been spent taking walks down memory lane and I could not help but take the opportunity to share what I have learned and my thought process of what the heck should I do now.

The assignment for my first college paper was to write about my expectations of college verses the realities of what I had discovered at that point. I entitled my paper “The false impressions Saved by the Bell: The College Years gave me about college.” From the show I thought I would continue to be friends with everyone from high school, we would all go to the same college, and be in the same classes. To my surprise, none of this was true! College was not at all what I expected, it was so much more! In college I made new friends, networked with people who will impact my future, and also learned a little bit along the way. However, now that it is all coming to an end I recently began to question “now what?”

In my opinion there are three roads college graduates can take at this point in their lives. Each person is different so their path is their own to decide.

1. Get Job Experience

   My belief is that this option is the most logical at first thought simply because I have worked so hard and I am ready to put my skills to the test. On the other hand, most jobs out there (even if they state entry level) require at least two to five years of job related experience. With this struggle the words “can’t get a job because I don’t have experience and can’t get experience because I don’t have a job,” keep going through my head. I know from experience this can be frustrating, but do not give up if this is the path you choose to take.

2. Go Back to School

   Although I believe it is great to further your education by obtaining a master degree in a related field, I could definitely use a break! Four to five non-stop years in a classroom can become exhausting; however some of you may be ready to start that new degree now. If this is the case, I applaud you!

3. Seize the freakin’ day

   You are young and have your whole life to be a part of the “real world” and figure out exactly what you want to do with it. Why not enjoy your time for a bit? Travel the world, join the circus, or sit on a beach with a drink in your hand while you take life as it comes.

So for all of you graduates, I leave you with this; good luck “and may the odds be ever in your favor.”

Why Public Relations is Right for You

By Erin McGuiness | @erinmcguiness

“Some are born great, some achieve greatness, and some hire public relations officers.” – Daniel J. Boorstin

So what actually is “PR”? This is a recurring question I get when I tell people I am a PR major. Public Relations is building a mutually beneficial relationship between your client and the public through the use of effective communication, media relations and create print and digital copy material.

Going into college, I had no idea what I wanted to major in, let alone what I wanted to do in my professional career. Four years seems like a lifetime when you are a freshman moving into college, but the “real world” creeps up on you faster than you think and you need to be prepared. Here are eight reasons why public relations is the major for you. 

1. Fast Paced Environment

   • PR is a rapidly evolving field and also highly versatile. When working on a presidential campaign, you may get a call at 2 a.m. about a crisis and may be expected to have a crisis management strategy put together for the 9 a.m. meeting the following day. Your client may need to get a message out to the public ASAP and you are expected to work diligently and quickly to get an accurate message out before a situation escalates.

   • According to a 2011 study, public relations officers have the second most stressful job in America. The study says that due to the fast paced environment and high level of competition among public relations practitioners, there is a great potential for stress.

   • Keeping a positive image for a company or government agency can take a lot of work and public relations practitioners must be creative, calm and composed when doing so. PR Practitioners often have to deal with grumpy, pushy and hostile journalists and media which as you can imagine, causes stress.

   • Oh, one more thing, tight deadlines. Often times, public relations professionals get word of a situation and have to act quickly. In today’s technological age, word spreads like wildfire therefore it is crucial to respond to situations in a timely manner.

2. Work Diversity

   • Often times, you will work will an array of clients from all sectors of business. Due to this, no one day as a public relations practitioner is the same.

   • Public Relations professionals have a wide set of skills from managing clients, monitoring media coverage, developing campaign strategies, crisis management, read, write and edit copy material, work and collaborate with journalists, create publicity and coverage for clients and of course keep up with the various social media outlets.

   • There are so many types of Public Relations: corporate, non profit, firms, political campaigns, sports, etc. This diversity provides PR majors the opportunity to figure out where they belong and really focus in on their sector.

3. Flexible Work Environment

   • Who likes to work from home, curled up in bed in your favorite sweat pants? Me! Often times, public relations professionals have flexible work environments due to the increasing technology resources. Now this is not to say that you will get to bum around every day, but there are days when you will be writing press releases, planning events or making calls and you can be in the comfort of your home. Although building and maintaining relationships with other professionals is crucial, a lot of the work that public relations professionals do can be done from a computer.

4. Problem solving

   • You get a inside scoop on the latest gossip and drama. Granted it may be your client and you may be trying to handle that potential crisis .. But hey! You are the first to know. Going along with the fast paced environment, public relations requires quick thinking and meeting tight deadlines.

5. People Person

   • It is called public relations for a reason… As a public relations professional, you are inevitably going to be working with people for a majority of your projects or assignments.

   • Developing relationships is a major component of public relations. You must develop and maintain many different relationships in this field because the more people you know and can network with, the more resources and opportunities you have as a PR Practitioner for your clients.

   • If you’re a talker like myself, then you are in for a fun professional career.

6. Event planning

   • Event planning is a fun and exciting way to let your creativity shine. You will have the opportunity to plan all kinds of events for your clients from formal banquets and conferences to luncheons and going away parties. You get to put your personality and personal mark on everything you create including the events.

7. Writing

   • Writing content is a dying skill. People no longer take the time to write for pleasure. People also are too lazy to read a large quantity of text therefore, as a public relations writer, you have to develop content for a specific audience and give them the information they need and/or want.

   • The average reading level is about a 3rd grader! Therefore, you may get alarmed and think you cannot write for a large audience but think again.

   • Many people are unaware of the amount of writing, editing and publishing that public relations is responsible for. If you hate writing… well PR is probably not for you.

   • Writing is a crucial part of public relations. It is a skill you can learn so don’t be alarmed if you think this is your weak point. College will prepare you for the amount of writing that you will do in the professional world.

   • There are also a variety of writing techniques used by public relations professionals such as business writing, social media writing, casual writing, feature writing and news writing.

   • Newsletters, brochures, posters, reports, news stories, media kits, press releases, media advisories, public service announcements, social media content… these are just a few of the daily writing material that public relations professionals are expected to complete.

8. Digital Era

• Have separation anxiety from your phone? No worries! Public relations practitioners are constantly on their phone, texting clients, checking their email, live tweeting, etc.

• Everyone loves social media.. Am I right? Yes. Public relations has to identify where/ what channels that are most effective in getting a message out to a specific audience, also known as a target audience.