So what's the difference betweeen PR and Marketing? Don't they both get the word out?

We get this question a lot, and there really is more than a semantic difference. The simplest explanation is that Marketing entails taking a company's message directly to potential customers, the community and other important audiences through advertising, sponsorships and even product packaging. Through Public Relations, a company tries to spread their message through the media and through organizational relationships.

Most companies utilize both strategies, since they each offer unique benefits. Just as speakers contain multiple output for reaching different frequencies. Through marketing, the company is always in control of every aspect of the message: If you pay for a billboard ad, for example, it will say what you want. Of course, most people (including your target audience) take advertisments with a grain of salt, since they know who the message is coming from.

Public relations, especially media relations activities, allow an organization's message to be delivered by news outlets as ... news... either in print, online or broadcast. The message is considered more objective, and therefore more valuable. Imagine getting a reviewer to say that your product is the best on the market!

There are potential risks, however. Most notable is that the company doesn't keep control of the message. Writers, reporters, product reviewers and other media professionals can say what they want. Imagine that same reviewer noting your flaws and recommending a different product... ouch.

That's why the key is in developing mutually respectful relationships with these professionals and maintaining these relationships. Both sides understand the value of the other's time, and both try not to waste it.