By: Rebeka Dickerson
Public relations is often confused by the general public with many other industries, but specifically marketing and advertising. The three are so similar that they are even commonly integrated these days. And then there is journalism which is frequently mentioned in the PR world as well. So, to help provide a better understanding of these four important communication mediums, I am providing some information below about what makes each unique.
Public relations is all about awareness and reputation. Awareness and reputation can in turn help a company sell products or become successful. PR deals with the long game; keeping customers coming back and obtaining new loyal customers.
An example of PR is the #IceBucketChallenge. The 2014 viral campaign raised awareness for ALS by inspiring people to post videos of themselves being drenched by a bucket of ice water and/or donating for ALS research. Many celebrities participated and over $115 million dollars was raised for the ALS Association.
Marketing is a technique for stimulating a demand for a specific product or service. The main goals are to make a product or service widely known and to increase sales. The transaction of something in the moment matters more than what will happen with the company in two or three years. Professionals in this industry often refer to product, price, place, and promotion as the four Ps of marketing needed to sell goods or services.
An example of marketing is Spotify and how it is is marketed differently than other music applications. Spotify assists users in finding music they have never heard before. Users can click any category of music and explore a multitude of artists. Spotify also sorts music options by music someone may want to workout to, sleep to, or even play video games to.
Advertising is a paid message. It is a part of marketing (promotion). It can also be part of a public relations campaign. An advertisement could be a television commercial, but it could also be a print ad, digital ad, radio ad, billboard, and so on.
Examples of companies that are known to continuously use ads to their advantage are Geico, Ford, and Nike.
While public relations has a target audience, journalism does (or should) not. Journalism’s purpose is to simply inform the general public in an objective way. A PR professional’s job is to advocate for a specific company or individual, while a journalist is traditionally meant to remain unbiased.
Examples of Journalism can vary. The many types include broadcast, investigative, opinion, entertainment, political, and sports.
A Couple Examples of Integration
As part of its brand awareness strategy, Coca-Cola has combined PR and journalism by utilizing storytelling on its website (https://www.coca-colacompany.com/). This is also known as brand journalism. Stories on the website detail how the company supports the community, how they promote diversity and inclusion, and how they help the environment.
The brand Always has an ongoing PR campaign #LikeAGirl, which encourages people to change the meaning of the phrase and how society views girls and women. A popular Super Bowl advertisement was created to promote the campaign in 2015 (https://www.youtube.com/watch?v=F_Ep0O5fWN4).
So although similar, all four of these industries definitely have their own place. They each have their own distinct objectives. Yet they all work with the public in mind, and any of them can be combined strategically to create even greater success.