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PR and marketing – differences and similarities. What is worth knowing?

6 minutes of reading
PR and marketing – differences and similarities. What is worth knowing?
Category SEO

Public Relations and marketing are both vital strategies that allow businesses to reach potential customers and grow their client base. Both disciplines have their individual strengths and weaknesses, and knowing how to use each one can help your company generate leads through PR or marketing. Here’s what you need to know about the differences between PR and marketing, as well as their similarities. Here’s how to do it right.


Definitions of PR and Marketing

It’s not enough anymore to have a great product or service. Companies need to be proactive in creating a strategy for getting that information out there. It may seem daunting, but it doesn’t have to be. Digital marketing is a cost-effective way of reaching an audience with relevant content about your brand that will help people understand what you’re all about, which can lead them down the path of becoming more invested in your business.

Marketing is the process of making an organization’s products or services known to potential customers. The word comes from a French word meaning to sell. It’s not just about advertising; it’s about branding, packaging, pricing, placement, promotion, publicity and more. In essence, marketing involves managing relationships with your customers so that they keep coming back for more.

Public Relations, on the other hand, is the process of building favorable public awareness, reputation, or goodwill for a person, product, or organization by using communication channels to convey information about them. It can also refer to public relations professionals who use this approach on behalf of their clients. It helps create interest in a company and its services through media coverage so that people are more likely to contact you for more information about your business.

The similarities

Both marketing and PR can be used to promote content, brands, and ideas. In marketing, the person or product is being sold whereas in PR the individual is being presented in a favorable light. Both marketing and PR can be done through social media channels as well as traditional ones like television or print media. The other big similarity is that both require creativity to be successful. Creativity helps them each connect with their audience in different ways which also serves as a differentiating factor between these two disciplines.

The differences

Marketing and PR are two different functions that can work in tandem, but they have slightly different goals. Marketing is geared towards the consumer, while PR focuses on the media. The main goal of marketing is to build credibility for a brand by raising awareness of its products and services in order to sell them. PR also builds credibility for a company by getting stories about its products out there – the difference being it does so by generating publicity through journalists, online publications and other means of news outlets.

Great combination. How PR and marketing can help generate leads?

Public relations and marketing are both important parts of any business, as they can help generate leads and increase traffic to your website. Lead generation is the process of converting one or more people into a lead. A lead, in this context, is someone who has shown interest in what you are selling but not yet converted into a customer. They can be thought of as potential customers who need to be persuaded that your product or service is better than the ones they currently use.

Develop focused long-form content

Different types of marketing campaigns are designed to generate leads in different ways. If you want more visibility, you’ll want a content-focused campaign that is designed to increase awareness of your product or service. A content-based approach has the advantage of building up goodwill with consumers by providing relevant information about their needs and what you have to offer. From an ROI perspective, it’s also the most cost-effective strategy because it costs less to produce good quality content than it does to purchase advertising space.

Merge digital and traditional communications

Traditional and digital communications channels should be merged in order to generate leads. Digital channels are an extension of the traditional marketing strategies. If a company has a brick-and-mortar store, they should also have an online store with their address and phone number listed. If a company is only using digital channels, they should share their social media handles on their business card or other marketing materials.

Editorial outreach

Editorial outreach is a form of PR that publishes content in different media outlets, such as newspapers, magazines, trade publications, or websites. It’s a good idea to make sure your content aligns with the publication’s audience and topic. The main goal for editorial outreach is exposure for your company or product. In other words, this type of PR focuses on increasing awareness about you and what you’re doing rather than trying to generate leads from prospects who don’t know about you yet (or who aren’t even aware they need what you offer).

Press release

A press release is a written statement issued by a company, organization or individual that contains information of potential interest to the media. The release will usually detail the newsworthy item in question, who it affects and why it is being released. Press releases are often distributed through e-mail distribution services, local newspapers, wire services.

Create a short promo video

A video can be a great way to generate leads. It’s important that your video is short and eye-catching so people are more inclined to watch it. It’s also important that you have a clear call-to-action at the end of your video, telling viewers what they should do after watching it.

Use remarketing

Remarketing is one of the most powerful digital marketing strategies. It allows you to target specific people who have been on your site, which means that you know exactly who they are. This can be a really useful tool for generating leads because you’re only targeting people who have shown interest in your product or service by visiting your website. Remarketing also provides an opportunity to remind potential customers about your business after they’ve visited your site.

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Bottom line

While there are some similarities between the two, it is important to know how they differ in order to make the most of your resources. By using a mix of both strategies in a cohesive way, you can effectively market your business and generate leads that will translate into sales. When deciding on which strategy to use, keep these key differences in mind.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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