When It Comes to Promoting a New Business, Which Should You Use First – Marketing or PR? (No, this is not a trick question.)

Jul 25

Do you know the difference between marketing and public relations? Blurred lines between the two disciplines cloud even the most seasoned professionals.

What used to be strictly considered earned media can now be leveraged through paid content and blogs designed to look like news. While clear lines exist between marketing and PR, there are many gray areas as well. And if you are on the brink of launching your new business, product, or brand, it’s a valid question to ask which is more crucial: Marketing or PR?

The short answer is both. Each plays a pivotal role in building your brand. In this blog post, we’ll explore the unique contributions of marketing and PR and understand how finding the right balance can lead to more effective promotion for your new business.

The Role of Marketing: Driving Sales and Brand Awareness

Essentially, marketing drives sales and brand awareness. Marketing activities encompass a diverse range of strategies geared towards both endeavors. Key components include:

Digital marketing, utilizing social media, content marketing, and SEO to engage with your target audience and build brand awareness.
Paid advertising on platforms like Google Ads, Facebook Ads, or Instagram to efficiently reach potential customers.
Promotions and offers such as limited-time promotions, discounts, or loyalty programs to attract new customers and encourage repeat business.
Influencer marketing in collaboration with social media influencers and key personalities in your industry to promote your products or services and enhancing your brand's credibility.

Marketing is a critical element of any business strategy, and success requires financial investment to continue building on previous accomplishments.

The Role of Public Relations: Building Trust and Credibility

Public relations focuses on your brand’s reputation. It’s about shaping a positive image for your business, enhancing credibility, and establishing meaningful relationships with various stakeholders. PR is a long-term game that shouldn't be solely relied upon for immediate results. It involves:

Media Relations, or building strong relationships with journalists, bloggers, and media outlets to secure press coverage, interviews, and feature stories about your business.

Community Engagement, participating in local events, sponsoring community initiatives, and supporting charitable causes to demonstrate your commitment to the community.
Crisis Management, having a plan to handle potential crises and negative publicity effectively, and safeguarding your brand's reputation.
Thought Leadership, positioning yourself or your team as industry experts by contributing to publications, speaking at conferences, or hosting webinars on topics relevant to your business or industry.

Finding the Right Balance

The secret to successful promotion lies in integrating marketing and PR seamlessly. While both strategies offer distinct benefits, they are most powerful when working together. However, there are a few places where there’s a distinct difference of when to use one over the other.

You’ll notice that you may have a combination of needs where both marketing and PR are the right answer as each plays a vital role in promoting brands. By understanding the unique contributions of each and finding the right balance between them, you can create a powerful promotional approach that leads to long-term success. Continuously adapt your strategies based on data-driven insights to stay ahead in the competitive business landscape. Balance both to build your brand.

Angela Klinske helps leaders establish their rightful presence in the communities they serve. Through effective communications and PR strategy, Angela helps leaders build their brand, their presence and their authenticity with valued stakeholders. Learn how Mixed Media PR can help you develop solid communications and PR strategy for your business.