By : Mohsin Durrani
There’s always a love-hate relationship between marketing and Pubic Relations. While both marketing and PR are at their best when used together, many professionals feel that they need to choose one or the other.
Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market.
Public relations help’s an organization and its publics adapt mutually to each other. Public Relations broadly applies to organizations as a collective group, not just a business.
Marketing & Public Relations both supports sales. Marketing is more proactive while PR tends to be a bit more reactive. PR kicks in if there is news to report, a community that needs outreach, or a new product to promote. Marketing can help create responses that PR can then respond to. Marketing Communications is more like a two-way conversation while marketing in particular can sometimes seem like the company sending information one-way to the audience.
Marketing attracts consumers’ scarce resources, attention and disposable income, to drive profitable revenues. The art of getting a person, company or other organization mentioned in the media, namely print, radio and television, PR’s has evolved. In the process, it’s been integrated into the overall marketing and communications plan. PR crafts an organization’s message(s) to its diverse publics including customers, prospects, investors, employees, suppliers, distributors, media/journalists, social media networks, the government and the public. These communications and their distribution must be search-friendly.
The purpose of marketing is to create and bring to market a product or service that people will buy. The 4P’s of marketing are product, price, promotion and place.
The purpose of PR is to build relationships with all stakeholders not just current and potential customers. Public Relationssmooths the way.
All forms of communication should be integrated together and that includes how you answer the phone, sign your email, post to Twitter and Facebook, etc. Communication should involve all available tools. Customer service also should be considered part of communications because if your customer service sucks, nothing else that you say matters.
Marketing is the overall mix of activities that you undertake to get your product or service to market – to actually purchase, use and evangelize. Successful marketing rests on the best balance of levers within the mix, a deep and thorough understanding of the market/audience you are trying to reach, and a genuine desire to improve that market based on their wants and needs.
PR is the set of activities, usually earned (but often triggered by a paid campaign), that are meant to drive the “top of the funnel”. Use of media traditional and non-traditional – are optimized using key messages, delivered in the right markets, via engagement methods.
The best definition of PR comes from the master, Harold Burson, who wrote it a year ago at age 90. He says, “Public relations is an applied social science that influences behavior and policy, when communicated effectively, motivates an individual or group to a specific course of action by creating, changing or reinforcing opinions and attitudes.