PR and marketing are different
It can be easy to get confused between advertising, PR and marketing. But while Dan agrees that there are growing crossovers, the boundary with marketing is clear:
“PR is more about the art of persuasion – getting someone to form an opinion and act upon it, whereas marketing is primarily about the direct promotion of products or services. PR can of course perform a marketing function, but it’s often much more strategic and considerate of the overall reputation of a brand, as opposed to a simple sales metric.”
There are various forms of PR
Different types of PR are defined by the audiences you are trying to relate to, but the biggest are:
Consumer PR – which is concerned with communicating to consumers (the public).
Corporate PR – which talks to a corporate (or ‘business’) audience.
However, if any organisation, company or individual needs to communicate with an audience, there’s usually a PR job for it. This means that there are also specialists for PR in the following sectors: business-to-business, music and entertainment, charity, financial, healthcare, property, public affairs, public sector, sport, technology and travel.
What does the work look like day-to-day?
When a new client brief comes in, your first step is to work out:
1. What needs to be communicated.
2. How to do that in a way that gets noticed, solves a problem and passes into popular culture.
On any given day, a PR person might be helping a CEO define what they want their company to be famous for, coming up with ideas on how to get that message across to the public, or creating content that helps tell the story. They will also be speaking to journalists and influencers in the hopes of capturing their attention, and have it featured on popular news platforms and social channels.
To make all of that work happen within a consumer PR agency, the team will usually be made up of: strategists, planners, creatives, content creators, account handlers, connectors (or publicists).