- Definition
Public Relations (PR) and Marketing often go hand in hand. Both are part of communication so they have almost similar principles and components. Because they have almost the same components, people often misunderstand the two. In fact, PR and Marketing are very different. Starting from the purpose, the application method, to the media used, both have significant differences. So, what are the factors that distinguish PR and Marketing?
- Difference between Marketing and Public Relations
There are at least 5 aspects that distinguish marketing and public relations:
- Communication Message
Communication messages conveyed by PR and Marketing are usually different. PR activities are carried out to gain support from all stakeholders, including consumers and potential customers. The message communicated is something related to the company’s activities and contains a certain image. This message is communicated so that the public’s perception of the related company becomes more neutral or even positive. On the other hand, the Marketing party presents promotions or company product offerings as a communication message to encourage consumers to buy the products offered.
- Media Usage
Publicity is a part of PR that functions to build, maintain, restore, and develop reputation. Then, the message is delivered ‘free’ through the media. Therefore, PR often requires less money than Marketing. PR relies on relationships with the media, social media, company websites, or news presented by journalists. All of them don’t cost too much, or they can be free. While marketing requires a certain amount of funds to advertise its products. Marketing is synonymous with promotional activities, while PR is not.
- Message Processing
All activities are written by the respective media journalists. PR is more liberating messages conveyed by journalists about products and companies. So that PR can not regulate the content of the news according to what is desired. This is certainly different from Marketing which uses media to create advertisements as desired. Marketing has more control over the message delivered.
- Promotion
Not much different from Marketing, PR also helps companies increase the number of sales. The difference is, PR is more focused on building a positive image of a company. The job of a PR is to change the minds of the audience who initially still think neutral, or even negative, and change their minds to turn positive. Meanwhile, Marketing only focuses on product sales promotion.
- Effects and Goals of Communication
Marketing targets targets who are considered to have the potential to buy or use the services offered. This is different from PR, whose communication message is aimed at the wider public and has an interest in the organization. Therefore, the effects caused by PR and Marketing are also different. PR has a more subtle and stealthy way of working. They create activities or activities that can produce positive news to be written, both by online and print media. On the one hand, people are often skeptical of advertisements made by a company. They have the notion that advertising is deliberately made to lure potential consumers.
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