Difference between PR and marketing: why you need both

Merry Christmas! Enjoy the days off, the company, lots of food and drink and all the other traditions. One of those traditions is that companies want to capitalise on Christmas, and try to do so in many ways. One company focuses more on marketing and advertising (think of the many Christmas ads on TV), the other company focuses more on PR. But what is the difference between these, and to what extent do you need both? 

PR and marketing complement each other perfectly, but they each have a different purpose. PR focuses on building a credible reputation, while marketing is more geared towards direct sales and product promotion. Together, they form a powerful combination for a successful brand strategy.

In this blog, we already explained the difference between PR and advertising, and in this blog the difference between PR and content marketing, but let's broaden it a bit: the difference between PR and marketing.

PR (Public Relations) is about building long-term relationships with the press and the public. This is done through earned media such as press releases, interviews, and news articles. The goal is to increase trust in your brand and position your company as a reliable authority in your field. This trust is generated because your brand is visible in independent media, which makes it more credible than a sponsored advertisement.

On the other hand, marketing is much more direct and focused on results. It's about reaching a specific audience with a concrete message, usually through paid channels like advertisements, social media, and email campaigns. Marketing aims to stimulate actions such as purchasing a product or signing up for a service. In marketing, the emphasis is on attracting customers and increasing revenue.

The interplay between PR and marketing is essential for a strong brand. PR helps build a solid reputation and inspires trust in your audience. When people frequently see your brand in news articles or interviews, they feel that your company is credible and that you have built a good reputation. This provides a solid foundation of trust.

Marketing leverages this built trust by encouraging the audience to take action, such as making purchases. A good marketing campaign directly captures attention and prompts action, but without the support of PR, marketing can come across as pushy or less credible.

Another aspect of using both is enhancing the effectiveness of each individual effort. Marketing campaigns can stimulate direct sales, but PR can create organic brand awareness. A combination ensures that you achieve both short-term results and long-term brand strengthening.

For example, your company launches a new technological product. You can use PR to draw attention through press releases and media coverage. Journalists write about the innovative features of your product, which enhances credibility. Meanwhile, you launch marketing campaigns on platforms like Google Ads and social media to drive direct conversions. By using both PR and marketing, you not only build your brand's reputation but also ensure direct sales.

PR and marketing are both indispensable for a company that wants to grow. PR builds trust and ensures that your brand is known and believed in, while marketing drives revenue and direct customer actions. Together, they provide a balanced and successful strategy enabling you to achieve both long-term and short-term results.