If there is one thing every business has in common it is the need for public relations. The encyclopedia at Entrepreneur.com defines public relations-or PR as it is often known-like this, ” Using the news or business press to carry positive stories about your company or your products; cultivating a good relationship with local press representatives.”
But how do you know if you are choosing the very best firm to handle your public relations? First of all, you need to do your research before hiring a PR firm. We did some of that research for you to save your business time. We like what PR on Behrman has this to say about their particular mission when it comes to handling public relations, “The agency has built its reputation and client roster, by discarding the outdated public relations tactics of yesteryear and embracing the unconventional. They make a commitment to fresh, creative thinking, as well as having strong media, influencer, and industry relationships.”
We wholeheartedly agree that in today’s fast-paced and competitive world of business you really do need a PR firm that thinks outside the box and embraces the unconventional. However, we want to emphasize that you should not confuse PR with marketing. One of our favorite online marketers, Heidi Cohen, discusses the difference between PR and marketing in this article.
In that article, which we strongly advise you read to learn what experts have to say about PR and marketing, marketing is defined by Dr. Phillip Kotler as: “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.”
By contrast, here’s how PRSA (Public Relations Society of America)defines PR: “Public relations helps an organization and its publics adapt mutually to each other. Public Relations broadly applies to organizations as a collective group, not just a business; and publics encompass the variety of different stakeholders.”
So now that we have determined the difference between PR and marketing, it is up to you to decide how to apply each one to your business. If your business is brand new, that is a time when you especially have the need for good public relations efforts. The right PR firm can write press releases that will be distributed to major news outlets, announcing your company and its purpose. Whether it is a service or a product you are selling, letting major news outlets know you are in business is the first step to take care of, before any marketing efforts you may take.
We hope this blog post has helped you understand the difference in PR and marketing and how to find the best PR firm for your particular business. Good luck in your endeavors! If you have any questions about this post or how to get started finding the best PR firm, don’t hesitate to leave us a comment and we will do whatever we can to lead you in the right direction.