For the most part, marketing’s main purpose is to generate leads and drive conversions. Whether through paid social media posts, billboard adverts or short-term marketing campaigns, the goal is usually to persuade a customer or client to do something (i.e. make a purchase).

PR on the other hand is usually a more long-term strategy, geared towards promoting or improving the visibility and credibility of your business. While this may help to amplify your marketing efforts – and the key messages for both should absolutely be consistent – it makes an impact in a different way. It’s about talking to all your stakeholders not just customers, for example you may want to talk about your CSR activity in your local community, or expansion/growth stories, and how you are making a difference.

What are some key differences between marketing and PR?

• Marketing is usually focused on promoting a brand’s products or services while PR is primarily focused on creating and maintaining a favourite public image of your company.
• Marketing uses your audience’s established trust and loyalty in order to send them down the sales funnel and generate leads. PR is what builds your audience’s trust and loyalty.
• Though there are exceptions, marketing often involves using forms of paid media to reach the right audience on platforms you don’t own (e.g. an advert for a product featured on an external website), whereas the most effective PR is earned by having a great story in the best media to reach your target audience (e.g. free positive media coverage about your company).

Does my company need PR?

Marketing and PR have a lot of overlap, and the truth is that being successful means that companies need both, and that they should work together supporting and enhancing each function.

A single PR campaign won’t necessarily send your products flying off the shelf. PR is most effective when it is committed to and given time.  A long-term strategy which aims to create a relationship between your brand and your audience and showcase your values will generate a much deeper level of brand loyalty than a short-term marketing campaign can. It’s this brand trust and loyalty which ultimately makes PR a worthy investment, and it’s worth remembering that ‘facts tell, stories sell’.

If you want to find out how PR could work for your business, get in touch: diane@fibrepr.co.uk