Newsworthy Narratives: Marketing’s BFF – PR

When I was a journalist, I never put much thought into the difference between marketing and public relations. If I got the interview and information I needed for my news assignment and these gatekeepers didn’t get in my way, they could call themselves whatever they wanted. Now that I am in PR, it’s obvious that the two fields complement each other but serve different functions and are often confused for one another.

With PR, you’re playing the long game.

The objectives of PR focus on building and protecting an organization’s reputation, increasing brand awareness and fostering relationships with stakeholders. There are constant wins. And if you’re doing it right, you’re never done amplifying your brand’s voice.

The Public Relations Society of America defines PR this way: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

What’s the difference between PR and marketing? With marketing, you can be as self-promotional as you want and deliver a prominent call to action about a product, solution or service. In essence, marketing uses creative campaigns and paid media to drive sales.

PR is less focused on direct sales and more on creating a positive public image, managing the company’s messaging and addressing any potential crises. As noted in a Forbes article about PR, investing in PR before a crisis hits strengthens your brand’s foundation and makes it more resilient.

It means more when you have to earn it

Earned media coverage carries more weight because it represents organic, authentic recognition from external sources rather than paid promotion. It is seen as more trustworthy. A mention in the news, a customer case study or a viral social media post can expand a brand’s reach. Earned media is also cost effective (free).

A powerful tool in your PR toolbox is brand storytelling. A well-crafted narrative resonates emotionally, making your brand memorable and impactful. Thought leadership articles also play a crucial role, empowering your organization’s experts to share insights and provide value to their industry.

The nuts and bolts of PR include:

• Media Relations: Engaging with journalists and media outlets to get coverage, managing reporter inquiries and “newsjacking” – offering comments on news stories.
• Content Creation: Developing articles, press releases, speeches, social media posts and other content to tell an organization’s story.
• Crisis Management: Strategically addressing negative incidents or crises to protect or restore a reputation.
• Brand Messaging: Crafting consistent messaging that aligns with the organization’s goals and values.
• Event Support: Organizing and promoting events that showcase the organization’s values, products or services.

Utilizing all these components, PR can enhance brand awareness by increasing the organization’s visibility and informing the public about its offerings or initiatives.

The one-two punch of PR and marketing

Creating buzz about your brand, safeguarding your organization’s reputation, driving sales – these efforts are elevated when PR and marketing are applied strategically. PR builds reputation and manages relationships with a broader audience, while marketing drives revenue by promoting products and targeting customers. Together, they help businesses achieve both short-term sales goals and long-term brand health, each playing an essential role in a brand’s success.

With insights from my colleagues, Newsworthy Narratives – A Former Journalist’s PR Playbook, offers tips, anecdotes and best practices from someone who has seen the world of PR from both sides. Questions or comments? Contact us.