February 28, 2018
How to benefit from marketing and PR strategies
The terms “marketing” and “public relations” aren’t interchangeable. Defining what makes them different can help you create better-focused marketing and PR campaigns, with better objectives, goals and expected outcomes.
Here are three differences between marketing and public relations.
The two industries have different functions. The function of public relations is to build favorable relationships with the organization’s key publics. Marketing is about promoting and selling products or services, including market research and advertising.
2. Target audiences
Marketing and PR strategies target different audiences. Marketing's target is the customer. Marketers work really hard to meet customers’ needs. In PR, audiences consist of a range of publics (customers, employees, suppliers, investors, media, etc.), who collectively support the organization's objectives.
3. Strategy success metrics
Both marketing and PR professionals measure the success of their campaigns after their implementation. However, marketing and public relations strategies use different metrics to measure their success. A successful marketing campaign would be one that met sales goals and resulted in profit and high ROI. Public relations pros define success through the mutually beneficial relationships they’ve built with key audiences.
Both marketing and public relations industries serve to achieve a company’s goals and fulfill its mission. Understanding the differences between the two helps companies craft their strategies, better aiming them at different target audiences with specific focus and results in mind. Savvy marketing and public relations professionals should integrate marketing and PR into their strategies to achieve organizational success.
Axia Public Relations provides the expertise and resources to build a winning PR campaign for your company. Learn how to get the most from your relationship with your PR firm. Download Axia’s complimentary e-book “Maximizing Your Public Relations Investment” today.
Clients love Yulia’s eagerness to take on new challenges and her experience in building relationships with target audiences. She has worked with Axia Public Relations since July 2015. Yulia earned a master’s degree in public relations management from University of Maryland University College. She is fluent in Russian and English. Learn more about Yulia. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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