PR or Marketing?
PR and marketing is one of those expenses that get put on simmer on the back burner in start-ups. There is always this lingering question about when is the time to spend on PR. Do we need PR? Perhaps we only need a marketing person who can help drive home the brand with social media and at the same time work on customer acquisition. Both can make an impact but sometimes you need just one and others times you need both.
Marketing is a key component of most start-ups. The role of marketing person is changing in start-ups. They focus on the product that in turn connects with the customer. The hope is that customer will then become a customer and that can be anything from buying the product to consuming the content on the site. Essentially customer acquisition. Marketing campaigns range from just making sure that there are tweets going out to Instagram posts or keeping up the Facebook page on a daily basis. It can also be about paid ads on Facebook that drives traffic. Using either paid media (paying for ads), shared media (social media posting) or earned media (bloggers and other third party sites that will drive traffic by writing about the company).
PR on the other hand is a component of marketing because one could say with our marketing how can we do any PR. PR is about promoting the brand through a campaign. It could be getting articles written about something specific that has happened. PR pushes out the marketing efforts in a big blast. One way communication.
Marketing is defined as: the action or business of promoting and selling products or services, including market research and advertising
PR is defined as: the practice of managing the spread of information between an individual or an organization and the public.
As the media landscape continues to evolve yet it is important to realize that marketing is to find your customers and determine a way to engage them. PR is about being visible about what you are doing for potential customers that weren’t so easy to find.