When it comes to the best way to promote any business, the terms marketing and PR are often used interchangeably. Although they may seem similar at first glance, there are actually substantial differences between marketing activities and PR, and to effectively promote your business, you will probably need to do a bit of both. Understanding what the differences are can help you get the best possible results.
Marketing
Marketing can generally be defined as activities that you undertake to bring your product or service in front of your target market. This includes advertising, creating a website, and promotional activities, such as social media campaigns. Marketing is also something you pay for in order to directly generate sales. You, your marketing team or marketing agency plan and execute your marketing campaigns, which means that you have control over what is distributed, and can plan the content and graphics of each activity to present the message you want.
PR
In contrast, public relations covers managing and building your business's reputation and profile with the public. Generally, public relations takes the form of media coverage of your business, and where necessary, crisis management. PR is usually something you don't pay for, it is coverage by third parties, such as media organisations, as a result of activities your business undertakes. With PR, you don't necessarily have control over what is printed or displayed about your business, but you can be strategic about the image you present, and who you approach to provide coverage.
Using PR and marketing effectively means that you can present the image you choose, and get your business in front of your target market while at the same time ensuring your reputation is endorsed by third party recommendations. If you want your PR strategy to be successful, you will need to be proactive rather than just reactive, and work to present your brand to the public in the best possible light. As every business is different, you will need to take an individual approach, and work out the best strategy to promote your particular product or service.

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