What's the Difference Between PR and Marketing?

Some people confuse public relations (PR) and marketing, but they aren’t the same thing. PR focuses on creating a positive image for the company, while marketing focuses on attracting new customers to the business. Understanding how they differ can help your small business get the most out of both functions. 

What is the difference between PR and marketing?

The easiest way to think about how the two tactics differ is that marketing promotes your products, while PR manages your company’s image. Here are some other differentiators:

• Daily activities. PR professionals spend their time writing press releases, pitching positive stories about the company, and building media relationships. They also handle crises like data breaches or customer service incidents. Marketing professionals spend their time planning product launches, creating affiliate programs, and conducting client research.
• Audience. The PR department speaks to different audiences depending on the company's needs. For instance, they may create a positive outreach with the media, company stakeholders, or even employees. In comparison, the marketing department is focused mainly on reaching customers and prospects.
• Goals. PR is focused on creating a positive image for the company and building a good relationship with the company’s various stakeholders. Meanwhile, marketing focuses on reaching customers and increasing sales for the company.
• Metrics of success. PR professionals consider whether or not they effectively create a positive buzz for the company. In comparison, marketing might look at whether a product met its sales goals or the return on investment from a recent campaign.

Earned vs. paid vs. owned media

Another way to compare PR vs. marketing is through the lens of earned, paid, and owned media. Paid media is what most people think of as traditional marketing. It includes ads, sponsored posts, and paid placements. The benefit of paid media is that you control the message and you pay for the reach.

In comparison, owned media includes your website, blog, email list, and social media profiles. Both marketing and PR teams play a role here by creating content that builds brand awareness and engages your audience.

Earned media refers to coverage you didn’t pay for, and this is PR’s primary domain. An example of earned media would be a journalist featuring your business in an article. It has a lasting impact because any Google search related to your company could potentially surface it.

How to build a basic PR strategy without a big agency budget

Small businesses don’t need a large budget to start building brand awareness. Creating a PR strategy often starts by identifying what you want customers and the media to associate with your business. This could include your company’s mission or a problem your product solves.

From there, look for stories within your business, including the industry or community, that are newsworthy, like a new product launch or local event sponsorship. Start connecting with local reporters who cover topics related to your business. Following journalists on LinkedIn and engaging with their content before pitching them can also help build familiarity.

Thought leadership can be another effective low-cost PR strategy. Business owners can publish articles on LinkedIn, contribute guest posts to industry websites, or comment on trending industry news. These activities help establish your small business’s credibility without requiring paid advertising.

Tools small businesses can use for PR outreach

Here are the best free and paid tools available for PR outreach:

• Google Alerts: This free tool lets you set up alerts for your company, top competitors, and key industry terms to monitor coverage and spot new opportunities.
• Prowly: This PR platform helps you find media contacts and create and distribute press releases.
• Business Wire: Business Wire can distribute your press releases to hundreds of thousands of publications across 160+ countries.
• Muck Rack: Muck Rack is a journalist database that helps you find the right contacts and track their recent work before you pitch them.
• Prezly: The software tracks earned media coverage and brand mentions across online news and blogs.
• LinkedIn: LinkedIn is often overlooked as a PR tool, but it’s ideal for positioning yourself as a thought leader and connecting directly with journalists.

When to use PR vs. marketing strategies

The question isn’t whether you should focus on PR or marketing exclusively, because your business needs both. The best approach for most small businesses is to start with owned media like your website and social media content. From there, layer in earned media efforts through PR outreach and use paid media strategically to amplify what's already working. 

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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