Marketing and Public Relations are two different things. However, for success, they both must be deployed simultaneously and work in tandem. Performing one without the other is possible, but the return on investment will not be as high as when they are used together. The easiest way to understand how they both support your business goals is like this: Marketing is paid, meaning that your business pays for advertisements, participating in expos/events, and any other cost your business “pays out” to get the brand name into the public. Public relations is earned, meaning you can get exposure for your business without payment because you have established relationships, trust, and credibility. This can be done with press releases, editorials, blogs, board participation, volunteering with non-profits, and more. A business brand is created with both marketing and public relations together.
Having a professional who understands how to leverage marketing and public relations is indispensable in today’s tech-savvy world. Marketing puts your business in front of your target audience, but it’s public relations that shape how they perceive your business. The influence of public relations can be the deciding factor for potential customers or clients. Today’s consumers make decisions based on personal preferences and emotions. It’s not just about the quality of your services but also about the emotional connection you create. Consumers want to engage with businesses that not only make them feel good, but also those that are trustworthy, transparent, and supportive.
For a business to be visible, it needs to employ Marketing tactics like advertisements, sponsorships, and professional memberships. These tactics can attract consumers, but their impact would be limited without a well-thought-out plan. Marketing is not just about putting your business out there; it’s about doing it strategically. As we’ve discussed in previous blogs about reaching your target audience, businesses need to know where, when, and how to market to their potential consumers for maximum impact.
Public relations is what takes your marketing to the next level. It is tapping into your target audience’s emotions and helping them see your business as one they would work with. Anyone can place an ad and wait for their customers to find them. However, the return on investment increases significantly for entrepreneurs who learn about their target audience’s wants, needs, and desires. This could be done in a variety of ways, like supporting local non-profits to invest in the betterment of the community, serving on a Board for local professional groups, and connecting, via introductions, business professionals who may have needs that they can collaborate on without any need or reward for your services, to name a few.
Marketing and PR work differently for various industries as well. Potential clients for service industries, such as banking, accounting, and financial planning, take time to bring their needs to those businesses. It is truly a relationship of trust and credibility that determines whether a potential client would put these sensitive needs in new hands. The return on investment for marketing and public relations will not immediately be as evident as it is for retail stores. When it comes to the retail industry, trust and credibility are still vital, but the marketing and PR efforts provide results much faster.
Understanding how to implement the proper public relations campaign requires a very strategic approach. Successful campaigns include goals, research, planning, implementation (including marketing), constant evaluation, and more. While many see marketing and PR as expendable or as “fluff,” they are quite scientific and, when done well, can yield excellent results.
Jessica Walker, MA, APR, CPRC, has over 20 years of experience in marketing and public relations. If you would like to learn more about how she can help you through her business, Jess Lifestyle Marketing, contact her for a free consultation at [email protected]