In the digital landscape, the PR (Public Relation) and marketing are regarded as two sides of the same coin. But wait. That’s not the end of the story. Although they appear same in the digital world, there are some features that differentiate them both and values PR for the brand inevitable success. Both techniques (PR and online marketing) help brand capture bigger market by proper communication, planning, analysis etc; yet, they work on different parameters and often companies fail to differentiate them that hurts their campaign.
Creating a strong brand identity and directing your customers to your brand to initiate purchase has been looked as the critical process. However, in the digital era, PR is often mixed with the digital marketing as part of one big tree.
PR can synchronize with every marketing effort for the maximum visibility. However, it asks thorough study as each online marketing channel holds different importance and how you use those reflects your marketing experience in a cut-throat competition.
It wouldn’t be wrong to call marketing people as brand evangelists or PR people and vice-versa. Both are familiar to each other’s fields, yet they focus on theirs to each certain level where their brand outshines every other in the market.
Right now, PR and online marketing experts are equally scaled and even seen as one by a lot of people; still, we can learn a lot of things from traditional way of PR to use in the modern marketing campaigns. PR department tracks the customer behavior through feedback in the comment section, reading emails to understand the market, customer persona and media mentions etc.
SEO, SEM experts etc. are the people that also do that to create a different strategy, but are more dedicated to driving traffic to the website, getting strong backlinks, improving likes, followers on different social media accounts of the company.
What makes PR and Marketing different?
Well crafted and instructed PR strategy complement digital marketing efforts that produce better results in the long run and give the company an idea of what to do if things fail at the end. Although PR and marketing strategy are nearly same, still, there are certain elements that differentiate them. To have better a understanding of the concept, let’s break PR elements into 4 pillars and see how they help us in the marketing campaign to create a landscape filled with possibilities and enough potential to produce brand’s sensation among the public.
Pillar No.1: Research
PR strategy helps in understanding the customer and competitor outlook, media landscape, consumer persona etc. The detailed studies and analysis tell the PR strategist about the comments (positive and negative) for the brand and what kind of shopping outlets are eager to keep the brand for the sale. Moreover, it also tells about the number of outlets having competitors brand why they prefer it over yours.
Pillar No.2: Objectives
Just like marketing strategy, PR also lays importance on the objectives. What are the true goals of an organization? How can those goals be achieved? How to tackle the unseen challenges that act as a barrier between the company and the goal?
Pillar No.3: Programming
This stage is altered in a specific way to take the message to an individual or a group altogether. Special pitches, events, campaigns, brand partnerships are done at this stage to push the marketing wagon a little further and connect more people with the brand on an emotional level.
The audience defined in PR strategy slightly differs from the audience in marketing campaigns. PR looks to reach a wider audience, to take the brand message across various channels and understand types of audience using different social media channels. And this is perfectly okay as the tactics are different too, which keeps things under check.
The PR team closely works with the content team to create compelling sales copies, taglines and other amazing content that catches the attention of the audience and impacts their mind to create a certain emotional flow for the brand.
Pillar No. 4: Evaluation
The most groundbreaking strategy is that, which allows you to measure results and take actions without losing too much in the long run. The PR team should be ready to create different content if in case ‘Plan A’ doesn’t work well as planned and it’s quite normal. However, if you don‘t have a good backup plan, then entire process to start from the scratch begins. Hence, during the planning stage, you don’t need to scratch the surface only. Take time in detailing every little thing to produce better results that take your brand off the ground to the bigger heights where people can notice it instantly.