Rely on a team with 30 years of experience to find and maximize every opportunity
By Susan Carol
Leading communications executives often have marketing titles. They may or may not have public relations (PR) experience. There is a difference between marketing and PR. Marketing is designed to support sales with targeted communications, but PR professionals have some of the same characteristics as journalists; they want to fully understand a subject, and dive deeply to develop stories and make connections. You need both marketing and PR to succeed in strategic communications. The focus should be on establishing and building trust. Demand is driven today based on opinions from a multitude of independent sources.
When people ask why I enjoy my profession in public relations, I often say that on a personal level it helps me satisfy my endless curiosity and to learn about emerging trends, global influences and new technology. It also keeps me connected to thought provoking influencers and media. At our core, public relations professionals are relationship builders.
Many of my associates have a similar background and have gained significant media knowledge and strong connections. Others on our team are more marketing style professionals. We are valued for our insight and experience in our niches, including finance, technology and healthcare. In the past 30 years this focus has enabled us to learn about many business areas within these niches and beyond. Our steadfast focus also has enabled us to create media relationships that are valuable and rewarding for our clients. That’s because we are not directly selling; we are finding ways to connect our client’s interests and those of the media and other influencers. The awareness and new relationships that follow pave the way for business development.
PR, marketing and advertising are intertwined—all should be in the mix—because they work so well together and all are needed to succeed.
Now with more advertising investment going into search and social channels, many publishers have expanded to include marketing services such as webinars, digital mailings, videos and podcasts. In effect, they are having to sell something beyond print stories. Increasingly more content is being paid for and influenced by advertisers. Publishers also offer self-help tools such as the ability to upload a press release to their news site.
And increasingly our clients are finding ways to self-publish using their own digital assets that we help them create and elevate with eye-catching visuals and creative messaging. In fact, we help our clients do this in a cost effective and measurable way.
Gaining “earned media” or editorial placements for our clients, such as bylined magazine articles, guest blogs, or being interviewed by an editor, are now considered more valuable than ever. These placements are perceived as thought leadership and this kind of PR, far more than advertising, builds trust and credibility.
But, when advertising, PR and marketing are intertwined strategically that’s when the results become most apparent and meaningful.
