Marketing vs. Public Relations: What do you need? – News Couple

Marketing vs. Public Relations: What do you need?

Written by Kelly Richardson, co-founder of Infobrands. She loves helping people build businesses through video communication and her influencer blogs.

For starters, marketing and PR are interchangeable. Some PR firms sell marketing services and vice versa. But while they can sometimes serve similar purposes, they are different and do not mean the same thing. Let’s consider this in detail.

The case for public relations

Public relations is earned media. Regardless of your investment of time and money (for a PR team or a PR person at home), there are no costs involved compared to all the money you would spend running marketing campaigns as well as paying for your own marketing team. Sure, there are paid press release guides, but this is only a small subset of PR.

Public relations is concerned with managing a company’s reputation and controlling its public perception. It does not directly promote the company’s products and services, but the brand, values ​​and goodwill. Increased sales or revenue is only a byproduct of PR campaigns, not the primary measure of success.

With the intense competition nowadays, earning media is tough. Research by FoundCred shows that less than 10% of all offers have ever received a response. Yes, you will display sites for sponsored posts and ads during marketing campaigns, but placement is a breeze when you follow their guidelines and have the right budget.

Additionally, with online marketing campaigns, you can appear on the first page of Google search results instantly via Google Ads, and you can appear in the feeds of millions of potential customers via sponsored posts or ads. For a great PR campaign, you might only get a few placements per hundred bids.

Marketers often target specific demographics for marketing campaigns, but PR campaigns are more audience-oriented.

The case for marketing

For some, marketing is simply the promotion of goods and services to potential customers. For others, marketing means buying and selling.

I like to think of marketing as the entire process of ensuring that goods are produced and delivered from the producer to the buyers. So we can say that marketing includes product creation and design, shipping, warehousing, advertising, selling and everything else in between.

This concept is closely related to the four (or five, six, seven, etc.) elements of the marketing mix, depending on which camp you are in. From this perspective, it is easy to see how broad the marketing “umbrella” is. However, the most significant influence of marketing often appears in a company’s finances.

When a company pays for advertisements on TV, radio, newspapers, magazines, billboards and the Internet, it is trying to figure out how much financial return on investment it will get from that spending. Tracking ROI offline can be tricky, but a company can tell when it gets an increase in sales or website visits due to a marketing campaign.

It is easy to keep track of online marketing campaigns, but it is not easy. It’s easy when you judge the success of a campaign by revenue or return on ad spend (ROAS). Other than that, you’re looking at metrics like:

• Number of threads

• Cost per potential customer

• Click-through rate (CTR)

• Website Traffic

• New customers

This is not exhaustive, but you get the point. It’s the whole premise of marketing: efficiently acquire the next customer.

what do you need

Marketing and PR have come a long way, but marketing is the perfect solution for many businesses. This explains why, at the time of writing, there are over 2.5 billion results for a Google search for “marketing,” while a search for “PR” yields more than 938 million results.

I don’t think it’s because one is more important than the other, but because if it comes down to it, in the short term, most companies will choose the marketing campaigns that are most likely to directly affect their bottom line over PR campaigns. PR comes as an afterthought, especially when a company goes viral for the wrong reasons.

Besides, PR and Marketing are not static and memorable matters. They need a constant investment of time and money to achieve the best results. The amount of time and money they have will largely determine the needs of each company. Whatever your budget, the right balance of both is essential to running a successful business.

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