The Difference Between Marketing and PR
FLOURISH PR
Many businesses make the mistake of thinking that marketing and PR are different names for the same thing, with the same goals and outcomes. But this way of thinking can be detrimental to the end goals of both. While there are similarities, there are crucial ways in which the strategies of each differ.
While marketing aims to increase visibility , drive conversions, and drive sales opportunities and generate leads, PR doesn’t exist to drive conversions in the same way. It is more of a marathon than a sprint, a long term process to drive the credibility of your business. PR will amplify your marketing, but it is only a fraction of the true benefit.
Marketing aims to send sales opportunities to your front door and drive conversions, and the reasons for this are plain and simple - if your business has a more resonant message than your competitors, then people will be more inclined to buy your product or services.
Your marketing goals are almost always based on generating leads and getting sales to the right team so that they can close deals.
Conversely, one-off media exposure can be a great stamp of approval, but it is unlikely to drive customers to your sales team. A single media hit can get people to see your product, much like a single-shot marketing campaign. But long-term PR campaigns, even lasting years, can provide something much more powerful by creating brand equity.
Unlike a marketing campaign, brand equity will not only drive sales from the top to the bottom of the funnel but will impact all areas of the business.
It will lead to more people being aware of your brand, and will mean they consider your brand messaging to have more depth than simply ‘buy our products’. A considered, long-term campaign will make your brand and executives true thought leaders, and your stakeholders will be more interested in your messages.
This doesn’t mean that your marketing department is lacking, as creative and powerful brand messages are vital in ensuring your products or services stand out from the crowd. But to implement a robust communications strategy, you must understand the end goal of each approach and plan accordingly.
To put it simply, you should not expect a single PR campaign to have the same impact as a single marketing campaign. Investing time and resources in a great PR agency that understands your product or services and business will result in respect and notability.
According to a study by McKinsey & Company , Gen Z consumers view ‘consumption as an expression of individual identity and consumption as a matter of ethical concern.’ With Gen Z’s purchasing power growing all the time, your brand’s position in the media will become ever more crucial for your brand’s survival.
To conclude, PR is most effective when allowed time to build and grow relationships between the media and your brand, building momentum over time. PR isn't just a marketing function; it supports all areas of your business if done right. Brand equity and visibility are critical to the survival of any business.
If you’re looking for digital PR in Buckinghamshire, talk to us today.
