Public Relations versus Marketing Part 2: Every job creates an impression

In the past, marketing focused on sales and public relations focused on internal and external publics. Marketing focused on one-way outbound communication of a message promoting sales. Public Relations focused on inbound and two-way communication, or interaction with publics, working to find out what the audience wants and finding ways to give it to them.

But today I tend to look at marketing as an overarching theme for sales, which focuses on the product, and public relations, which focuses on relationships. In fact, many sales and marketing professionals are finding that people are demanding that they be put before the product. Thus, many sales people/marketers are spending more time producing information unrelated to their products than they are spending promoting their products.

When you think about it, public relations has a part in every person’s life and in every person’s job, including that of the marketer, sales person, or advertisement manager. Every interaction, every ad creates an impression. While public relations can be used to promote sales, it can escape sales. Sales, however, cannot escape public relations. Marketing is the art of impressions.

Public Relations versus Marketing Part 1: Integrated Communications

My understanding of public relations is a constantly expanding and changing one, especially in light of what the profession is compared to Marketing, Advertising and other similar communication professions. In many ways, all these elements have been integrated. Biola’s University Communications and Marketing is one example of integrated marketing and public relations. They don’t even call it public relations. UCM has an event planner, a media relations person and a group of professionals overseeing various Biola publications including the Biola website and Biola’s social media efforts.

My recent internship with Sierra Repertory is another example of integrated communications. I worked under a one-person marketing department. My supervisor performed all the duties of the typical public relations professional and more, yet she was given the title of Marketing Director. Maybe this is just a misunderstanding of what marketing is, or maybe marketing and public relations are more alike than we realize.

Are marketing and public relations similar? The same? Integrated? What's your take?