Marketing vs. Public Relations: Which one is more important for your small business?
Tip: Focus on marketing first and then take your message to the community via public relations activities.
updated 2/8/24
Marketing and Public Relations (PR) are often interchanged in conversations as if they are the same concept. In fact, a lot of business owners get the two confused and treat them as the same thing. After all, aren't both mediums focused on drawing more attention to your business?
Yes and no; there are some similarities and overlaps between marketing and public relations, but there are also some very distinct differences.
While both need to be a part of your overall business strategy, it’s crucial to understand the differences and learn how to be effective in both areas.
Marketing isn’t selling. It’s focusing on solving your customer’s problem and effectively communicating that message.
Marketing isn’t selling your product and it isn’t even working on your website or email marketing platform. Marketing is how you communicate the problem you solve and offer the best information to a prospective customer so they can decide whether or not to buy from you (concept credit here to Shannon Mattern). When you put the focus on the customer and refuse to make it about you or about pushing a product or service, you’ll feel great about marketing and so will your audience.
PR focuses on maintaining a positive business image
By contrast, public relations is more about maintaining a good image in the public eye. You want people to recognize your business, and you want them to associate both you and your business with a positive mental image. Having “good PR” often means that your brand is recognized as trustworthy and the products/services you offer are clearly associated with your business name, logo, or overall brand.
Like marketing, public relations is an ongoing task and involves daily work. As it notes on elitelawyermanagement.com, a big part of public relations involves managing your branding and image. This means doing things that generate positive press recognition, getting your brand into the public eye via news stories, and using trusted partners in your industry to build relationships. In this regard, working with a PR agency can be a strategic move to ensure your brand is consistently portrayed in the best light, leveraging their expertise and network to amplify your brand’s reach and reputation.
Where PR and Marketing meet
Understanding the key differences in marketing and PR is essential but it’s also important to see where the two work together. In essence, public relations forms a key part of most businesses’ marketing strategies. How can you expect customers to trust the value of your products or services if it doesn't have a great reputation? This starts with building a positive brand image through PR, gaining the right kind of attention from potential buyers, loyal customers, and the community around you.
If you’re unclear about the purpose of each concept, you will be less likely to see measurable results from your overall digital strategy. Typically, marketing is the easier of the two strategies as it’s largely in your control. Start small by refining your message, clarifying your goals, and choosing a few platforms where you’ll create consistent, relevant content. Then, you can slowly integrate PR strategies to build your brand’s reputation and reinforce your messaging.
How do you think the two ideas work together? I’d love to hear your ideas in the comments.
Until next time,
Andrea