How PR differs from other small business marketing ideas
Public relations and marketing go hand in hand, but they are quite separate in their means to the same end. Everyone understands what marketing is, but public relations is often overlooked among small business marketing ideas because it is not understood.
Public relations is about forming relationship with clients and potential clients. It is designed to increase credibility and reputations, leading to more business. This is different from marketing, which is all about being seen by potential clients. Advertising is a good example of marketing.
How PR and marketing consultants each work with newspapers is a good example of the difference between the two approaches. A marketing manager may take out an advertisement in a well known newspaper that is read by his target market. He pays the newspaper and can say what he likes with the space he has paid for. The aim of this is for people to see the advertisement and buy the product or service on offer.
A public relations manager on the other hand would use a different approach. He would analyse the newspaper to see what types of editorial information it publishes. This would include the news written by journalists and the columns produced by guests. He would then try to get his company into the news or used as a guest columnist.
He would do this to improve the reputation of his business, because news coverage in the media cements people as experts in their fields among the audience. This also leads to more clients and customers.
Another difference is in the direct marketing area. The marketing manager may send out regular fliers to letterboxes from a local builder offering his services. This is obviously designed to get more work for the builder.
In contrast, the public relations manager for the builder may write an informative regular newsletter with tips for potential clients such as how to find the right builder, or the things you need to look for when hiring a builder. This again would be designed to lift the credibility and reputation of the builder so that those looking for one would keep him in mind.
The point is that all businesses need an element of both options. They need to get their services in front of potential clients through marketing. But just as importantly, they need to demonstrate their expertise and maximise their credibility through public relations. In a difficult market, this is vital as potential clients become fussier with their choice of service provider.
Unfortunately, most marketing and PR companies make all this seem highly confusing. But what I have just explained is the difference in a nutshell. Marketing is for exposure and PR is for credibility, although it also creates exposure.
PR is often overlooked among small business marketing ideas because it is not well understood and is perceived to be expensive. That impression is created by major PR companies who have contracts with large corporations.
But by learning media relations and putting together a low cost newsletter, a small business can cover its own PR without spending the big dollars.
Whether this DIY approach is followed, or an independent consultant is used from time to time, PR should be at the top of the list when it comes to small business marketing ideas.
