Large enterprises are often guilty of siloing PR and marketing teams, which makes it more difficult to unify the brand’s real message. That is why PR and marketing have to work together using a holistic approach that keeps both teams on the same page. When done right, the synergy between PR and marketing can give your brand a lot of horsepower.
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People in corporate world sometimes or regularly confuses with the difference between branding, marketing and PR and this led to the misconception and made the lines to have been blurred in recent years, there is an easy way to differentiate between the three:
Branding: This in simple terms answer the “Who am I?” question through product name, identification, sizes, all what makes it distinct from other competitors.
Marketing: What am I telling my customers about myself? (This could be through ads, bulletin boards and marketing materials.)
PR: What are other trusted sources saying about me? focusing on brand’s image and reputation in the market place.
Although all elements are key to securing brand success, It should be noted here that one that speaks the loudest to those looking to invest in your brand (like a customer, retailer or investor) is a third-party endorsement. That includes awards, testimonies, a genuine social community and press. In other words: PR.
Although branding is the foundation of any company, people confuse marketing and PR the most and frequently question their purpose.
The digital world makes the differences between PR and marketing less clear; however, there are two sides to every coin, and they need to coexist in order to build a balanced and longstanding business.
Three Ways PR And Marketing Should Work Together
PR and marketing are separate disciplines that often bleed together. But good PR can give a big boost to marketing, remove obstacles and solidify your presence in the market.
Even if you’re a small business, you can create a strong, unique brand with a little help from PR. Score more coverage, amplify your efforts and spend very little money doing it with these three brand-boosting PR strategies.
1. Audience Amplification
Who are you speaking to? Audience is everything when you’re trying to make a name for yourself, and who you’re engaging with matters. Your audience should dictate everything from your content format to your language choices.
Your marketing is your message; PR gives your story a stage, a microphone and “puts butts in the seats.”
Your PR strategy should ensure your brand stands out to the right people in the right place. It is the foundation that the brand is built on and the reputation that makes you proud and trusted.
2. Perception And Image
You’ve created a brand, but how do your customers really feel about your brand identity? After all, there’s a reason why some shoppers adore brands like Trader Joe’s and feel lukewarm about big box stores.
Your PR should tell the right story — the one that showcases your values and sets the right tone with shoppers. Instead of crossing your fingers and hoping your audience loves your brand, create a PR strategy that gives you more influence over your place in the market with powerful storytelling.
3. Brand Authority
Authority is hard to measure, but it’s still incredibly important. Make sure your PR strategy boosts the authority behind your brand. It should establish you as a thought leader and trusted investment.
Marketing alone isn’t necessarily strategic and thoughtful. PR, however, is all about strategy and creating a communication plan and playbook to grow your influence methodically. Brand authority will not only net you more press and boost trust with shoppers, but it can also prevent image issues before they happen.
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