In the fast-paced world of business, two key forces shape how a brand connects with the world: marketing and public relations (PR). While the two functions work side by side, each has a unique role in business communications. So, what is the difference between PR and marketing?
Marketing is all about positioning a product or service to drive sales. At its core, marketing is designed to spark action and convert interest into revenue. PR, on the other hand, takes a broader approach. It’s about shaping how the public, including the media, perceive a brand. Through press releases and other forms of media outreach, PR focuses on building trust and reputation over time. Rather than pushing a sale, it’s about creating a positive, lasting impression that guides how people think and feel about a brand. Both elements are crucial to successful business communications, but purpose and application are distinctly different.
Crafting the narrative vs. Selling the story
Both PR and marketing seek to create connections with people, but each does this in its own way. Marketing focuses on driving sales. Whether it’s the ads you see, the social media campaigns that catch your eye, or the promotions that make you click “buy now”, marketing aims to get customers to act. On the other hand, PR is focused on shaping how stakeholders and the media perceive a brand and on helping a business establish and maintain a positive reputation over time. It uses storytelling and press coverage to influence the way people think about the overall brand. Instead of pushing customers to act, PR is about guiding them towards a positive perception of the brand.
Take Apple’s iPhone X launch in 2017, for instance. Apple’s marketing campaign for the iPhone X was highly effective, with the company using various marketing channels, such as social media, television commercials, and in-store promotions, to generate buzz and produce sales. PR focused on securing media coverage around the innovations, not the product itself. Stories about Face ID technology and OLED displays gained traction in tech. While this didn’t get the phone itself out in the public eye, it shaped conversations and attitudes around these technologies – positioning Apple as a brand that delivers cutting-edge innovation.
Paid promotion vs. Earned attention
When it comes to spreading the word, the biggest difference between PR and Marketing is control vs. influence. Marketing controls the message and content it puts out, paying for promotion from various sources such as social media, search engine optimisation, or print media. Whereas PR has less direct control because it works predominately on earned media – coverage from journalists, influencers, and word-of-mouth. While PR can’t dictate exactly what is said, its impact is often stronger because earned media is perceived as more trustworthy and unbiased, guiding public perception rather than explicitly telling people what to believe.
For example, imagine a construction manufacturer is launching a new product. Their marketing team might run Instagram ads to promote the new product, paying a certain fee to target specific demographics to drive traffic and sales. Meanwhile, the PR team might distribute a press release to media outlets, at no cost, hoping to get coverage in a variety of industry publications and magazines.
Building loyalty vs. Managing public sentiment
Marketing focuses on fostering customer loyalty through personalised campaigns, loyalty programmes, and social media interactions. On the other hand, PR works to build long-term relationships with broader communities, including industry leaders and stakeholders at every level.
For instance, Ben & Jerry’s uses marketing to sell their products and make them seem ‘tastier’ to the public. While their PR is used to advocate for social causes like climate change and social justice, positioning Ben & Jerry’s as a socially responsible brand. While marketing drives direct customer engagement, PR focuses on maintaining the brand’s reputation and building connections that go beyond sales. Together, they help create a loyal community that supports the brand in multiple ways.
Conversions vs. Reputation
When it comes to measuring success, marketing is very focused on conversions: sales figures, customer acquisition, click-through rates, and ROI. Meanwhile, PR tends to focus on brand sentiment, media coverage, and share of voice within the industry. A great way to illustrate how marketing focuses on conversions while PR focuses on reputation is by looking at the Black Friday sales campaigns run by major retailers, like Amazon.
During Black Friday, Amazon’s marketing team goes all-in with targeted email campaigns, pay-per-click ads, and social media promotions designed to drive sales. The ads are laser-focused on limited-time offers and exclusive deals, designed to spark quick purchases. Amazon even tailors its content to customer behaviour, using personalised recommendations based on past purchases, ensuring that the ads are directly relevant to each consumer. This type of marketing is all about getting people to act now – buying that product before the deal runs out.
In contrast, PR efforts around Black Friday might focus on building up the brand’s reputation as a trusted seller, ensuring that customers view Amazon as the go-to destination for deals. PR might secure media coverage that highlights Amazon’s sales strategies or its customer-centric approach to seasonal shopping. These stories aren’t directly trying to drive immediate sales but rather position Amazon as a reliable, customer-first brand.
The bottom line
In the end, both marketing and PR are essential pieces of the puzzle when it comes to building a strong, successful brand. While marketing drives the immediate push for sales and customer action, PR works in the background, nurturing relationships and cultivating a positive reputation. They may take different approaches, but when they work together, they create a cohesive strategy that not only attracts customers but also builds lasting loyalty and trust. Understanding how each plays its part helps businesses navigate the complex landscape of communication and ensures they make a meaningful impact, both in the short term and long into the future.
If you’re looking for support in developing a successful PR and marketing strategy for your built environment business, we can help. Get in touch to arrange a no obligation discussion with our team.
