What is a PR in Marketing?
PR and marketing were once seen as completely distinct entities, but as the world transforms before our eyes, the line between the two is becoming increasingly blurred. PR refers to public relations, which is often linked to the media. The PR teams are tasked with securing positive press for a company. Marketing, on the other hand, is the process of attracting customers through sources like social media or search engines.
While the two may have been distinct in the past, we’re seeing the lines between them eroded. PR professionals and finding themselves fulfilling marketing roles and marketing professionals and feeling the pressure to add journalism and PR to their skillset. In this guide, we will look at some of the ways PR is finding its way into traditional marketing and how this will change the entire industry for the better.
PR and social media
Influencer marketing could be said to be the start of the merging of PR and social media. Just like advertorial content, the influencer marketing relationship is as much about PR as it is about marketing. Choosing the right influencers to collaborate with involves looking at them from a PR perspective and determining what the relationship will say about your brand.
In general, any company using social media needs to adopt a PR mindset. Every message sent out into the world provides a certain perception of your company. Failure to pay attention to this could lead to a PR disaster which is more difficult to clean up when you don’t have a PR mentality.
PR and SEO
Link building is a core part of SEO to help improve your SEO ranking. By building links to your website you can increase your authority and let search engines know that your website is authoritative and trustworthy. When PR moved online, securing a mention in a national newspaper could also lead to a link.
The most successful SEOs paid attention to this shift and looked at how they could use Pr principles to help boost inbound links to their websites. This resulted in the merging of PR with SEO, link building, and reputation management. Because as much as companies want links to their site, they can’t gather them blindly. There needs to be a PR approach that keeps the brand reputation in mind at all times.
PR and content creation
Successful content relies on content creation, but traditional marketing content creators don’t always approach it with the right mindset. Content creation often focuses on providing value based on existing data, but PR and journalism will look deeper than this. Journalists, in particular, are very successful at answering the questions that no one else is asking. This results in original content that is far more likely to attract links without the company needing to push it through traditional marketing channels.
The arrival of digital PR
Digital PR is an increasingly common form of marketing. It brings together the most successful aspects of PR and marketing under one umbrella. It’s about boosting the profile of a company in blogs, media publications, and on social media. But it’s also about using the power of these links and brand mentions to boost your other marketing channels.
You might enjoy an SEO boost after receiving a link from high profile publication, but you could also enjoy referral traffic and an increase in brand mentions on social media. When PR and marketing stop trying to work against each other and find the common ground, both sides will find their jobs easier. Companies and organizations will also enjoy a more cohesive marketing experience that draws on the strengths of both sides.