Shockingly, to this day, few are the people who really understand the importance of public relations within the world of marketing. In fact, for many, it can be difficult to even comprehend the difference between the two. Whereas marketing, be it of a traditional or digital nature, deals primarily with building corporate exposure through paid media, PR focuses on building trust with the public through the acquiring of earned media coverage.
Oddly enough, though both seek to increase brand awareness and gain the attention of the masses, marketing professionals often insist that there’s no overlap between the two, preferring instead to distance themselves from an in-house or outsourced PR staff. In reality, however, PR plays a vital role when it comes time to produce a top-notch marketing blueprint. How, exactly? Though by no means a comprehensive list, the following three reasons provide a decent explanation:
1) PR affects marketing productivity
Regardless of whether its positive or negative, it’s easy for potential consumers to pass judgement after looking at a company and its featured products or services. From the outside looking in, there’s no emotional or financial ties to create a bias. That said, from within, marketers often struggle to paint an accurate picture of themselves, let alone one that will effectively resonate with the the public. Here, PR specialists step in to help out.
2) PR has access to important resources
Ultimately, businesses of all sizes are always marketing themselves to people. Yes, both big data and technology have evolved tremendously in recent years, but at the end of the day, people are still the ones being targeted. In order for this kind of outreach to be as productive as possible, it’s imperative that any money-making entities be viewed in a positive light. Whether recovering from a hefty hit to its reputation or looking to maintain a positive perception, resources—and plenty of them, to be honest—are needed. Experienced PR pros both have them and are willing to share them with others.
3) PR greatly impacts your bottom line
Each and every year, businesses spend millions of dollars on PR services. While a hefty cut of capital, company owners know the effect that top-notch PR savvy will have on their bottom line at the end of the year. Truthfully, it doesn’t matter which industry you work in, how many years of experience you have or who you’re competing against, an engaged team of PR professionals can create areas of separation between you and larger, more well-known brands. Simply put, when viewed in this light, PR is no longer just a commodity; moreover, something in which—fiscally speaking—time and money must be invested.
So, when it comes time to launch a new marketing campaign, make certain to partner with a reputable team of PR experts. Armed with the necessary skills, resources and experience, they’ll take your marketing campaign farther than it ever could’ve gone on its own.