Why do so many students and probably even some experienced Public Relations (PR) practioners mix up or get confused over the distinct functions of PR and Marketing? You also never seem to get a proper answer from anyone regarding the differences. The answer is simple – ignorance of the understanding of their definitions and analysing their differences.
The two disciplines are so intertwined and so related that you need to study the differences in detail. Lets look at the definitions:
Public Relations - According to the Mexican Statement which resulted from an assembly of PR associations from 31 countries agreed that, “Public relations practice is the art and social science of analyzing trends, predicting their consequences, counselling organizations’ leaders, and implementing planned programmes of action which will serve both the organizations’ and the public interest.” (http://rebeccakelly.wordpress.com/2009/03/12/what-is-public-relations/, Accessed 13 Nov. 2009).
Marketing – The Chartered Institute of Marketing (CIM) defines Marketing as “the management process that identifies, anticipates and satisfies customer requirements profitably.” (http://www.marketingteacher.com/Lessons/lesson_what_is_marketing.htm , Accessed 13 Nov. 2009).
According to these definitions, PR is about building and nurturing relationships with your publics. It is about understanding your publics, including the internal publics and coming up with some form of plan to build and maintain those relationships for the benefit of all parties.
Marketing is about profits. It all has to do with bringing business or increasing the profit margins of the organisations.
From these definitions, it could be concluded that all organisations need to have a PR function on its organisational structure, but probably not all organisations, such as government agencies and non-governmental organisations (NGO’s) need a Marketing function.
Perhaps the whole confusion between the differences of the two disciplines lies in the fact that no one seems to agree what the definition of Public Relations is supposed to be?
The confusion is also further compounded by the fact that many organisations are now creating single departments responsible for both functions and the use of the terms ‘Corporate Communication’ and ‘Marketing Communications’ as incorporating both functions.
This is why PR education and reseach is so vital.
PR definitions “fail to describe ‘how’ PR does what it is supposed to do. (Morris and Goldsworthy, 2008)[...]The idea of persuasion has also been left out of many academic definitions, even though there is evidence of its importance in the profession’s history [...] This might have been left out due to the negative connotations surrounding the idea of persuasion, and the ongoing wish of PR practitioners to idealise their field of work.” (http://rebeccakelly.wordpress.com/2009/03/12/what-is-public-relations/, Accessed 13 Nov. 2009)
To further understand the differences, read the difference between PR and Marketing.
The two disciplines are so intertwined and so related that you need to study the differences in detail. Lets look at the definitions:
Public Relations - According to the Mexican Statement which resulted from an assembly of PR associations from 31 countries agreed that, “Public relations practice is the art and social science of analyzing trends, predicting their consequences, counselling organizations’ leaders, and implementing planned programmes of action which will serve both the organizations’ and the public interest.” (http://rebeccakelly.wordpress.com/2009/03/12/what-is-public-relations/, Accessed 13 Nov. 2009).
Marketing – The Chartered Institute of Marketing (CIM) defines Marketing as “the management process that identifies, anticipates and satisfies customer requirements profitably.” (http://www.marketingteacher.com/Lessons/lesson_what_is_marketing.htm , Accessed 13 Nov. 2009).
According to these definitions, PR is about building and nurturing relationships with your publics. It is about understanding your publics, including the internal publics and coming up with some form of plan to build and maintain those relationships for the benefit of all parties.
Marketing is about profits. It all has to do with bringing business or increasing the profit margins of the organisations.
From these definitions, it could be concluded that all organisations need to have a PR function on its organisational structure, but probably not all organisations, such as government agencies and non-governmental organisations (NGO’s) need a Marketing function.
Perhaps the whole confusion between the differences of the two disciplines lies in the fact that no one seems to agree what the definition of Public Relations is supposed to be?
The confusion is also further compounded by the fact that many organisations are now creating single departments responsible for both functions and the use of the terms ‘Corporate Communication’ and ‘Marketing Communications’ as incorporating both functions.
This is why PR education and reseach is so vital.
PR definitions “fail to describe ‘how’ PR does what it is supposed to do. (Morris and Goldsworthy, 2008)[...]The idea of persuasion has also been left out of many academic definitions, even though there is evidence of its importance in the profession’s history [...] This might have been left out due to the negative connotations surrounding the idea of persuasion, and the ongoing wish of PR practitioners to idealise their field of work.” (http://rebeccakelly.wordpress.com/2009/03/12/what-is-public-relations/, Accessed 13 Nov. 2009)
To further understand the differences, read the difference between PR and Marketing.
I would suggest that PR, can play a role in identifying, anticipating and satisfying customer requirements profitably.
ReplyDeleteI don't think it's possible to separate the two disciplines like you seem to want to do.