When PR is done well, advertising is more successful.
Where PR shines is in its ability to provide a brand credibility by putting a “face” to a name.
Public relations can help the marketing strategy in this way by communicating with the public and building trust around a brand or organization prior to launching persuasive advertisements designed to sell.
For example, we call on designers, web coders, photographers and media monitoring services every week.
Podcast Monitoring To counteract this notion, a lot of PR departments are now measuring their results and calculating ROI which is helping bridge the gap, but there’s still a long way to go. Resources Public relations consists of all communications with all the people with whom the organisation has contact. Press Releases While advertising is often “in your face” and easy to identify, public relations plays a more subtle, but no less important, role in the marketing plan of organizations. Product Updates
Platform Demo Video Companies should also realize that PR, like the media, is a 24/7/365 business. Skogrand PR Solutions | Public Relations, Social Media, SEO, Everything you need to know about Agile methodology, Cloud computing: Security challenges and their solutions, Meet Rising Star Award winner Katie Volney, Stepping into the new normal – communicating through the unknown. Online News Tracking
There's long been confusion between advertising, marketing and public relations, so it's worthwhile taking a moment here to explain the differences, and why PR is a vital, disparate yet fundamentally interconnected discipline that works hand in hand with your marketing budget and team. When done right, placements in major online publications not only benefit the company but also helps its target audience. When pitching to the media, it’s important for the PR team to remember to only reach out to journalists who’ve covered similar topics in the past and in their industry—sending out a generic email blast to a media database won’t do you any good. Public relations use its features to build corporate goodwill. A new product launch will obviously utilise the power of marketing to the max; but there will be an emphasis on PR on the launch day or business milestone. Since public relations relates to all of the communications of an organization while advertising is limited to a marketing function, PR can almost be regarded as a bigger activity than advertising. While advertising has a very clear place in the promotion part of the marketing mix, the role of public relations can be more difficult to pin down. Putting PR to good use can take a company to the next level. Passionate about all things communications, Jolie found her dream job as a copywriter with Critical Mention, where she’s continuing her passion for writing and editing.
While your marketing team creates a campaign and decides upon its messaging and media channels, it’s time for us PR pros to step in and amplify that messaging with carefully curated media placements in key publications. Media Monitoring Think of it as a second dimension to the branding process. Every organization is involved in PR. They consist of products (or services), the price of those products, promotion, and place (distribution). Once the marketing team builds its initial campaign and chooses its messaging and media channels, it’s time for PR pros to step in to amplify messaging with media placements in notable publications.
Public relations, press outreach and earned media coverage don’t stop the week after the launch. The best mix is always one where the marketing and PR teams work closely together. Advertising is much more likely to succeed when prior PR activity has been done to create a general knowledge and understanding of the product or service being promoted.
PR has to be a longer term strategy, with tangible milestones in place.
Social Media Monitoring How many of us instantly recognise the golden arches of McDonald's, the Nike swoosh, the Emirates font? Public relations can help the marketing strategy in this way by communicating with the public and building trust around a brand or organization prior to launching persuasive advertisements designed to sell. Seeing a company name published across a trusted news source implies validation and leaves the impression that the brand is credible and trustworthy. Additionally, a small start-up business may not have the available budget to run advertisements, but they can use public relations tactics to get the word out and bring people in.
Next time you wonder how PR adds value, remember the above. Media Contact Database Licensed Content A core function of PR is to quickly distribute information and generate awareness among large audiences. Analytics then help us prove our mettle and prove the value of PR to your company. Understanding the role of PR within the marketing arena is complex, but if you employ a professional PR provider which successfully amplifies the messaging and measures results, and with PR and marketing working together, you can achieve far greater brand success. Without a good reputation crafted and maintained by your dedicated PR team, end users won't want to buy your product as much as your rival companies, especially if they maintain a better reputation via good PR practices. As we mentioned, a good PR strategy doesn’t end with one major event. Public relations should be an integral part of the marketing mix and the confusion around its role needs to be clarified.
Using analytics is also crucial in proving PR’s value in a company. With a background working for high-profile clients in the financial, hospitality and technology industries, she’s excited to bring her experience to Critical Mention.
As a seasoned PR professional, I'm often called on to perform more marketing-centric duties, and that's okay, but I am also keen to leave roles to the experts in that field. Commonly known across the marketing world are the “four Ps” of marketing, or the marketing mix. It is its own marketing tactic that can be applied across all parts of the marketing mix. PR is an integral part of marketing and should play a key role in brand strategy throughout a company’s lifecycle. Thank you for connecting! We’re here to show you why PR is so essential in marketing.
A common misconception about PR is that it doesn’t have much of an impact on revenue. Image credit: Strategic Marketing Solutions via Flickr cc. Just like media, PR is a 24/7/365 business. A brand is a symbol of a company: it embodies its vision, culture and first impression to the outside world. Besides building your brand’s image, successful press outreach can lead to astounding results. Advertising is limited to tasks involving the promotion of goods and services.