By: MJ Pedone
The terms marketing and public relations seem to always be confused and intertwined. While they do compliment each other, there certainly is a difference between the two.
Marketing is the development of an image through collateral strategies such as your website, logo, ads, writing, social media, bio and a media kit. Experienced marketing and design professionals will assist with writing and developing your marketing materials, which will save you money in the long run. Marketing professionals will brand you the way you want and in a timely fashion.
Public Relations is the development and management of an image. This consists of media outreach which includes print, tv, radio, digital, social media, blogging, charity/non-profit outreach, obtaining endorsements and the distribution of press releases and media kits. The majority of people think that public relations is an area where they can save money and do the work themselves. Writing press releases and sending them to media outlets isn’t quite as easy as it sounds. The time involved in writing the releases and researching the correct contacts can take almost an entire day. Do you know the techniques involved in writing an eye-catching press release and how to obtain the correct contacts to submit your release to? Or how to “pitch” your story so that those reading it are eager to hear more and feature you? Editors today are overpitched and hit the delete button very quickly so you will need to make sure that you don’t fall into that category.
Here are some tips when you should hire a PR expert:
- You have a solid marketing plan in place.
- You want to utilize a professional who has existing relationships with the media.
- You understand the value of hiring a team experienced in executing successful PR campaigns.
- You realize that although you have experience in your industry, a PR professional will brings added value to the table.
- You realize that you wont gain the earned media and awareness that you seek by just talking about it and need to hire someone who can.
The power of PR can catapult your brand instantly. Start with a solid marketing plan using experienced professionals and than launch your PR campaign with a public relations team who has the experience and contacts to do so. Let the publicist do what they do best while you tend to the day-to-day needs of your business.
Do you use a publicist to get the message out for your company? Is your campaign effective? As always, we welcome your comments and if you like what you read, be social and share.