Public Relations and Marketing: Demystifying the Functions
Leah Swearingen, APR

In the pursuit of new business, companies frequently confuse the roles of marketing and public relations. The differences are subtle but significant.

Like a strong marriage, marketing and public relations are separate but equal partners that pursue complementary goals. Both are relationship oriented. However, one focuses on the actual exchange of goods and services (sales), while the other focuses on the cultivation of a receptive clientele.

In general terms, marketing identifies or develops a market for a product or service that meets consumer need and the company's financial goals. Among the questions marketing asks are:

  • What market needs currently exist?
  • What products or services best meet these needs, and at what price point?
  • What threats or opportunities challenge or support future success?
  • How will these services be distributed?
  • How will market share be maintained and increased in the future?

Market research, product launches, sales calls, presentations, distribution channels, and "road shows" are a few of the activities associated with marketing.

Public Relations can be defined as those activities that establish and maintain mutually beneficial relationships between an organization and its publics. Public relations seeks to foster a climate that is receptive to the product or service. It addresses issues of communication, public awareness and attitudes. Some of the questions it asks are:

  • How receptive/aware is the public to the company's products and services?
  • What are the best ways to help educate targeted publics?
  • What avenues will increase visibility the most?
  • How can any misperceptions or misunderstandings be overcome?
  • How does the company differentiate itself from competitors and build loyalty?

Publicity, special events, speaking engagements, conferences, and expert articles are some of the activities associated with public relations.

The worthiest product or service will not reach its sales (marketing) potential if it is not adequately promoted or is unleashed within a dubious or hostile environment. Conversely, no amount of public relations will overcome the obstacles of marketing an obsolete or faulty commodity.

Those companies that 1) identify market needs and target their offerings to the appropriate markets while 2) promoting trust, credibility and visibility among potential consumers will benefit from the respective powers of marketing and public relations.