The Business Bulletin
What is Public Relations….? Marketing, Public Relations, Advertising …… a common misunderstanding is that these terms are interchangeable; they are not. When I meet a prospective client for the first time they are often confused by these terms so I thought I’d use this article to explain the differences between each of these terms.
Think about your favourite brand….
have undertaken market research,
What made you decide to buy their
focus groups, branding exercises,
product or service?
photography and a myriad of other
■ Was it because of the glossy packaging they used? ■ Did you fall in love the story behind the company? ■ Was it because you
things all designed to create a story around the product and make it attractive to you, their consumer. Having identified that there is a demand or a need for their service, and worked out who their target
saw a friend using it, or
customer is the company now needs
maybe a business contact
to get their messages out to you.
recommended a particular
This is where Public Relations and
service to you?
Advertising play their part.
■ Had your read stories about the product or seen reviews in the media, whether print or online? ■ Did you see their advert in a
Public Relations is the discipline which looks after
is the planned and sustained effort to establish and maintain goodwill and
According to the Chartered Institute
mutual understanding between an
of Marketing “Marketing is the
organisation and its publics.”
brand to market, the company will
24 | Issue 2 – Sales and Marketing
can bring to small and medium sized businesses.. 07764 611971
influencing opinion and behaviour. It
In order to get your favourite
and drink, fashion and online retail. She is a passionate believer in the value
eleanor@shrewdpr.co.uk
understanding and support and
customer requirements profitably.”
Professional with over 20 years’ experience, including B2B, lifestyle, food
of Public Relations, “Public Relations
Instagram or online?
identifying, anticipating and satisfying
Eleanor Lester is a PR and Marketing
According to the Chartered Institute
reputation, with the aim of earning
management process responsible for
Shrewd PR
that good PR and strategic marketing
magazine or TV, Facebook,
Marketing
Eleanor Lester
shrewdpr.co.uk
favourite magazine or website? Perhaps you saw an influencer review the product or do a live unboxing on Instagram, Facebook or YouTube? Do you ever wonder how the journalist
Going back to your favourite
or influencer found out about the
brand, what spurred you to make
product so that they could review
that purchase If it was a technology
it? This is where the company’s PR
product or fashion item, had you
will have been involved; they will be
seen reviews of the product in your
responsible for getting the brand’s key
