For some people it can be hard to figure out the importance of public relations (PR) in the marketing strategy of a company. To further complicate matters, the growing importance of social media has blurred the boundary between these two areas.
Actually, marketing and public relations are disciplines that can be clearly defined. They’re separate but closely intertwined, and both should be key components of your communications strategy.
Marketing vs. PR
One of the basic differences to keep in mind is that while marketing focuses on a specific product, or products, a public relations department takes care of the image of a company as a whole.
The efforts of a marketing department are aimed at generating buzz around a single product and optimizing return on investment (ROI). On the other hand, the public relations department crafts press releases, manages contacts with the media and strives to foster a positive public image for the company as a whole.
The advent of social media has brought about important changes in the field of PR. Until a couple of years ago, PR departments targeted not the general public, but specific actors, such as investors and and shareholders. However, these actors also use social media, forcing PR teams to modify their strategies in ways that sometimes overlap with the functions of a marketing department.
The Role of PR in Your Marketing Strategy
In fact, the influence of social media over PR has made the latter more friendly, resulting in the creation of a new area of marketing called relationship marketing. Under this new approach, companies seek to appear more relaxed and warm while maintaining their seriousness as institutions.
Beyond these innovations, PR plays a very important role in the marketing strategy of any company. For example, a positive article in a reputable publication can infuse an enterprise with a credibility that’s beyond the scope of conventional marketing. Besides, with its unique network of contacts, a capable PR team can provide unique insights to your marketing department.
In order for your company to be successful your PR and marketing departments should work hand in hand to ensure the delivery of a consistent and effective message across all media.
At UNIKO Media Group we have the drive and the expertise to help you find the mix of marketing and PR that best fits your business.
Contact us today by phone (888-698-6456) or through our website to learn more about our philosophy and the ways in which we can contribute to the success of your company.