Many people, including myself from time to time, use the terms public relations and marketing interchangeably. While there are many similarities, it’s important to know that they are separate fields with separate programs of study.
Defining Public Relations
Public Relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics (or audiences) on whom its success or failure depends. It focuses on building and maintaining relationships between organizations and their stakeholder groups.
Public Relations is a large umbrella to which a number of specializations fall under, including but not limited to: media relations, crisis communications, community relations, employee relations, investor/financial relations, lobbying, and more. I get the impression from people I talk to that they assume public relations has more to do with getting media coverage (media relations) than anything else. But that’s just one aspect of the industry.
Defining Marketing
Marketing is the management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider. Marketing targets customers.
Because marketing is solely focused on customers, it is by nature a narrower approach than public relations. PR is certainly concerned about customers, but it also considers employees, community partners, shareholders/investors, etc.
Larger organizations typically have separate departments for PR and marketing, though they both work closely together (or at least, they should). Smaller companies don’t have that luxury and typically hire one person or team to carry out all the PR and marketing work.
Why They’re Both Important
As the digital age continues and evolves, these fields will become even more intertwined and reliant upon each other. Therefore, I believe that it’s important to stay well versed and educated in both of these industries. It’s why I am an active member of both the Public Relations Society of America (PRSA) and the American Marketing Association (AMA). Both provide me with the continued professional development that I need to serve my clients well.
My Approach for My Clients
I like to use marketing tactics (social media marketing, SEO, content marketing, etc.) to serve larger public relations goals and campaigns. I believe that even when you’re targeting customers, using a PR approach is more comprehensive and less salesy. I also practice a proactive approach to public relations – think campaigns, strategic planning, etc. – rather than a reactive approach which is more focused on responding to crises after they occur (instead of preventing them in the first place).
I hope this blog post gave you a good idea of the difference between public relations vs marketing. If you have any questions or comments, please let me know!
