Or better yet … who needs what when?
I’m excited this question has come up. It’s something each business owner should understand. Before we compare the two and determine which one your business needs (and when), it’s important to understand the role each plays in your business visibility. Both public relations and marketing have distinctive places in your business success.
Driving the Marketing
Being in business is about selling something. This something may be a product, a service, a consultation, a workshop, or something completely different. A basic definition of marketing is when the business tells others what is being sold and who can most benefit from the product or service the business offers. Marketing, also known as advertising, is when the business calls attention to its own products and services. There are a variety of ways to deliver messages and information about what your business sells, but the one thing each marketing method has in common is the business is driving the message.
The Cleverness of Public Relations
The difference between marketing and public relations is who is driving the message. You may recognize public relations by another name: publicity. Publicity is when the public notices your business offerings and shares this information with others via the news, by word of mouth, or by referrals and other communications. The key difference is others are speaking positively about your business on your behalf. It’s through the voices and connections of others your business gains greater exposure and attention.
Elevating Your Business Exposure
As you follow your marketing plan, put your thinking cap on to consider an angle to invite the media, other thought influencers, or industry colleagues to join you in talking about your business and what you’re selling.
Here’s an example you’ve probably seen land in your inbox, which you can duplicate. See if you can pick out the marketing (business-driven) and public relations (other voices-driven).
Audrey has decided to host an online workshop and the topic is something appealing to the types of customers and clients you serve. She has been sharing information about the upcoming workshop on her blog, her social media, and with her friends (here’s the marketing her business is driving). When you send out your next newsletter you mention Audrey’s workshop and use your affiliate link (here’s one example of public relations at work).
Audrey was thinking ahead and encouraging her industry colleagues to help her get the word out by offering some of the earnings from each sale to those using her affiliate link. By having others talk about her business, Audrey positions her business as a reliable and trusted business to do business with because this information is coming to your inbox from someone you trust. This type of sharing action tends to have a ripple effect. Let’s see how the ripple and expanding exposure is working for Audrey.Do you know the difference between marketing and public relations?
Audrey’s workshop teaches tangible lessons in topics that fill a need in her community. Her local newspaper learned about this workshop from word of mouth and decided to write an article (another example of publicity). This extends her exposure even farther because the newspaper has a readership of 30,000. From the newspaper article one of the local radio stations invited Audrey to join them on the air for a 15-minute interview (more publicity). As a result, you can now see how the public relations and marketing ripples continue to widen and reach more and more people.
The examples here are just a very small sampling of public relations opportunities available, but should give you an idea how effective PR can be.
Public relations and marketing are bosom buddies that can work very well together. If you’re struggling with how to get these two marketing elements connected, reach out. The BizEase Support team has experienced team members ready to lend a hand and pour some rocket fuel on your efforts.
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up ecommerce solutions, membership sites, web design and maintenance, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our bi-weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!