PR vs Marketing

    PR and Marketing are two key functions that play a pivotal role in shaping the reputation of a business or organisation and in driving its success.

    They are closely related in they both strive to build brand awareness and grow your reach with your target audience.

    However, there are many differences between the two. So, PR vs Marketing, which one is better?


    What is public relations?

    Public Relations or PR is often confused with marketing, which is why it is important to understand how each one works.

    The role of PR is to manage an organisation’s reputation, relationships, and communications with various stakeholders, including the media, customers, investors, employees, and the general public.

    The primary goal of PR is to create and maintain a positive brand image and to build strong relationships with your target audience. PR activities include media relations, crisis communication, reputation management, and stakeholder engagement.

    “Through tailored and well-structured PR strategies and campaigns, PR is centred around the ability to get your story into the media to generate free media coverage,” said Leisa Goddard, Founder and Managing Director of Adoni Media.

    “That media coverage helps you to build your brand, grow your business, and ultimately, grow your bottom line. Stories generated in the mainstream media are also trusted more than paid ads helping to build credibility and integrity in your organisation,” she said.

    What is marketing?

    Marketing, on the other hand, is a broader field that encompasses activities designed to promote a product or service and drive sales.

    The core objective of marketing is to identify customer needs, develop products or services to meet those needs, and then create strategies to effectively communicate the value of these offerings to potential customers. Marketing includes elements such as advertising, market research, product development, pricing, and distribution.

    So, what are the key differences between PR and Marketing?

    1. Objectives:

    • PR aims to shape and maintain a positive image of a business or organisation in the eyes of the public and other stakeholders.
    • Marketing focuses on generating sales and revenue by promoting products or services and creating customer demand.

    2. Audience:

    • PR targets a wide range of stakeholders, including the media, investors, employees, and the public.
    • Marketing’s primary audience is potential customers.

    3. Communication Channels:

    • PR uses a number of ways to disseminate information, including press releases, media interviews, and social media.
    • Marketing often relies on channels like advertising, social media, email marketing, and content marketing to reach potential customers.

    4. Timing:

    • PR efforts are ongoing and long-term, working to build and maintain reputations over time.
    • Marketing campaigns are typically time-bound and focus on specific promotional activities.

    5. Metrics:

    • PR success is measured by factors like media coverage, sentiment analysis, and stakeholder relationships.
    • Marketing success is gauged through metrics such as leads generated, sales, return on investment (ROI), and customer acquisition costs.

    6. Messaging:

    • PR messaging is often focused on storytelling, reputation management, and building trust and credibility.
    • Marketing messaging is centered around product features, benefits, and calls to action.

    7. Crisis Management:

    • PR plays a critical role in handling crises and managing an organisation’s reputation during challenging times.
    • Marketing typically does not have a crisis management function.

    8. Budget Allocation:

    • Organisations allocate a separate budget for PR activities.
    • Marketing has its budget, which is distinct from PR.

    9. Control:

    • PR has limited control over how its messages are received and interpreted by the media and the public.
    • Marketing has more control over the content and timing of its messages.

    So, while PR and Marketing are quite distinct disciplines, they do complement each other.

    Both are vital for the success of a business or organisation, and when they work in harmony PR and Marketing teams can lead a powerful, holistic approach to business success. Understanding the differences between the two is crucial in achieving that balance and maximising their potential impact in achieving your overall communication goals.

    The advantage of PR

    Any business wanting to improve its reputation and public opinion would benefit from long-term PR campaigns and strategies.

    It is important to pick the right PR professional or agency to represent your brand, as the media won’t always publish a story offered to them. Businesses must choose PR experts who have industry experience and a range of influential contacts within the media landscape for their stories to be shared successfully.

    The team at Adoni Media are former TV and radio journalists who have worked at the highest levels of the Australian media as news bosses, war correspondents, investigative journalists for A Current Affair, political correspondents, as well as senior radio executives and corporate affairs specialists. We have been delivering proven results for our clients for more than a decade.

    Interested in public relations for your business?