PR & MARKETING

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PR AND MARKETING:

There are certain areas like publicity, sponsorship, exhibitions, consumer and dealer relations where both the functions of PR and marketing overlap. They do not always talk the same language though both marketing and PR make use of communication to pursue their goals. What really matters in the long run, however, is not whether a particular set of techniques should be labeled PR or marketing but whether they are effective in achieving the desired corporate goal.

From a marketing perspective, PR is part of the promotional element in the marketing mix and aid to consumer relations. It is seen as a component in the total marketing communication and is bracketed with advertising and sales promotion. As a support function for marketing, PR operates primarily as a publicity function.

PR	Marketing
Ø PR is a marketing of an organization	Ø Marketing is the selling of a tangible service or product through promotion, pricing and distribution.
Ø PR is equally concerned with internal and external groups.	Ø Marketing is external in its orientation.
Ø The audiences of PR include employees, shareholders, neighbors and many others.	Ø Customers are the key audiences for marketing.
Ø Good PR can pave the way for marketing effort. It is concerned with creating a favorable climate for marketing. It can help maintain good relations with dealers organize product publicity and disseminate information to trade and industry.	Ø Similarly, a successful marketing campaign and satisfied consumers make good relations with the others easier to develop and maintain.

PR is both a compliment and a corrective to the marketing approach. As a compliment, it provides and techniques with support marketing efforts. The techniques of communication used in PR and available to marketing and can be used in support of product and sales promotion. Introduction of new products and publicity campaigns to put fresh life into the sales of established products are important marketing functions. In these areas, PR can work closely with marketing

Indeed, PR and marketing can support and reinforce each other with synergistic force, if planned and coordinated in a total communication strategy.