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

A/B testing on social media A/B Testing On Social Media

Read this article to understand how A/B testing helps in bui...

Published On:10 Sep 2020
Digital marketing trends 7 Digital Marketing Trends to watch out in 2022

The market trends, strategies, decisions are always on the v...

Published On:04 Feb 2022
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
Clubhouse Welcome to an Exclusive Social Club - Clubhouse

Are you part of the Clubhouse? If not, you need to up your s...

Published On:20 Feb 2021
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
Facebook ads vs Google ads Facebook Ads vs Google Ads - Which is better?

Google Ads and Facebook Ads are often the go-to places for a...

Published On:06 Oct 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
Artificial Intelligence Marketing Artificial Intelligence in Marketing - An Uprising Trend

Brands incorporate AI in their business and marketing strate...

Published On:04 Jan 2021
Programmatic Advertising The Beginner’s Guide to Programmatic Advertising

Advertising and marketing are an important ladder for any bu...

Published On:14 Sep 2021