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?

Perks and their attraction

Last month, my mom decided she wanted me to "refer" her to Wells Fargo just so she could open an account and get a free stuffed animal - a Wells Fargo Express Pony, to be more specific. Supposedly, these things are collectors items, especially since you can only open so many accounts.

Anyway, my mom made me wait for an hour while she opened a new account. At the end of the hour she found out there were no ponies available, and the Wells Fargo representative gave her an "I owe you." We went back later for the pony, but it still felt like a lot of work for nothing.

It does go to show, however: customers like perks and will jump at any opportunity to receive free stuff.

What deals have you offered to get customers interested?

Make decisions easy for customers

In my last two posts I talked about using newsletters to make it easy for customers to find and buy your products. It's important to note that in a society where the economy is bad and people are looking for deals, customers will be comparing products, and it's up to you to make the final decision, hopefully one in your favor, easy for the customer.

Amazon has a simple way of doing this. To keep the customer on their own site, Amazon compares products for customers. More specifically, it compares reviews of products. The customer does not have to go searching through the many reviews on a product. Rather, he can view the best and the worst review at the same time.

How do you make the final decision easier for your customers?

Newsletters Part 4: Making your blog or newsletter successful

Making your company's blog or newsletter effective drives traffic to your website and gains the confidence of your customers. Drew Zagorski has some great advice on making your newsletter successful. On his "Left Brain Right Brain" blog, he writes newsletters should:

• Position you as a thought leader
• Remain in front of your audience
• Drive traffic to your website
• Enhance your relevance in search engines
• Increase your presence in the social network space
• Promote not only your business but the business of the people who you do business with
• Present sales offers to drive sales

Zagorski goes into more detail on his blog.

In your mind, what makes a successful newsletter? How do you drive traffic to your site?

Read Newsletters Part 1: Know the audience you're writing to

Read Newsletters Part 2: Use simplicity to sell your product

Read Newsletters Part 3: Amazon's product suggestions

Newsletters Part 2: Use simplicity to sell your product

Women of Faith knows how to produce a good e-newsletter. Not only do they provide regular devotionals and other encouraging articles from well-known writers and speakers, but they also make it easy to shop for their products. Several of the emails they send out every year focus on products alone, while other content-driven newsletters include links to the Women of Faith online store.

More often than not, newsletters focus on the public relations goals of improving the customer's perception of the company and improving customer knowledge of and interaction with the company, but newsletters can still market or sell the company, as well. The more the customer likes the company, the more likely the customer is to buy the company's product. And newsletters serve as a facilitator that allows you to make it simple and easy for customers to find and buy your products.

For example, a recent Women of Faith newsletter included the following graphic:



What do you add to your newsletters to remind customer's of your products?

Read Newsletters Part 1