PR in Marketing

Importance of Public Relations in Marketing

Editor’s Pick Published on 25 Mar 2021

Ananda Shakespeare, founder and CEO, Shakespeare Communications, and a PR guru shares 101 of Personal Branding for 2021.

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.  
Firstly, let's make clear that marketing is focused on promoting and selling a specific product, whereas PR is focused on maintaining a positive reputation for a company as a whole. 
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. For example, we call on designers, web coders, photographers, and media monitoring services every week.  
While marketing has a razor-like focus on sales of your product and services, using the above description it quickly becomes clear that to stand above the chatter, you need to employ the delicate art of PR.  

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.  

Importance of Public Relations

 The best mix is always one where the marketing and PR teams work closely together. A new product launch will obviously utilize the power of marketing to the max, but there will be an emphasis on PR on the launch day or business milestone.  
It's PR that you call on to get the word out, to organize a launch event, to get your company spokespeople in front of the media.  Most organizations tend to put the emphasis on PR when launching something, but what happens after the launch?  
Of course, earned media coverage and press outreach don’t – and certainly shouldn't - stop after launch. PR has to be a longer-term strategy, with tangible milestones in place. 
Savvy business owners know that public relations is an integral part of marketing and should play a key role in brand strategy throughout a company’s life.  
Perhaps you can envisage PR as adding another dimension to your brand vision, aims, and goals. A good, long-term PR campaign gives your brand a 'face'; an identity.

How many of us instantly recognize the golden arches of McDonald's, the Nike swoosh, the Emirates font? This is the convergence of marketing, advertising, and PR – but it's PR that really gives people the 'feels' towards your brand. We create the emotional connections between consumers and brands, the story that makes your products and services relatable, memorable, and in many cases, loved.  
Next time you wonder how PR adds value, remember the above. Many PR practitioners can now measure results and calculate ROI. It works well for all concerned if a PR campaign has tangible results, whether it's greater, measurable brand familiarity, more column inches, airtime, or followers.  
Just like media, PR is a 24/7/365 business. In our role of keeping on top of the news, we ensure your message is timely, targetted, and tangible.  
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.

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. 

Related Post

Video Marketing Strategy Video Marketing – A Battleground for Consumer's Attention

With growing video consumption by customers, it is important...

Published On:10 Dec 2020
audio or video Audio or Video: Who is the King in MENA?

There are two major ways one can consume content either audi...

Published On:10 Aug 2020
Brand Films vs Promotional Films Brand Films Vs. Promotional Films: Where are Marketing Managers Investing Their Capital?

Read the article to understand the difference between brand...

Published On:19 Apr 2021
NFT marketing NFTs in Marketing: What you should know

NFTs are digital assets that can be sold and purchased like...

Published On:07 Feb 2022
Death of Big Idea Death of the Big Idea in the Data Driven world

What do you think about role of big idea in data driven wor...

Published On:03 Apr 2021
Youtube marketing Growth of YouTube in the Middle East

YouTube has seen a tremendous growth from its inception and...

Published On:30 Sep 2020
change in advertising landscape How Advertising Landscape has Changed Rapidly?

The advertising landscape has changed rapidly over the past...

Published On:04 Feb 2021
social media stories Are Stories the Future of Online Marketing?

Read this blog to understand how story feature in social med...

Published On:24 Aug 2020
content marketing strategy Shifting Your Brand's Content Strategy During COVID-19

With covid-19 crises, learn to shift your content marketing...

Published On:25 Aug 2020
facebook ban Facebook Ban: A Societal Challenge for The Social Media Giant

Read this article to know why brands have decided not to adv...

Published On:10 Aug 2020