My best friend currently
works in a regular 9-5 office job whilst studying floristry on the side as her
main hobby. I study Public Relations & Marketing Communications at
university and work in the PR industry part-time. We live in very different
business worlds. I couldn’t make a beautiful floral design in a few minutes if
I tried and (as much as I love her) she hasn’t got a clue about the sector I
work in.
As a result, today’s post will explore the main differences between
marketing, advertising and public relations as it can be a confusing topic for
anybody on the outside.
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Marketing
A business should have a defined marketing plan to successfully
develop, communicate, sell and ultimately deliver products and services.
Building on research, a written marketing plan identifies potential customers
and potential communication media to reach an identified target customer. A
budget is then established to fund a communication plan utilizing the
elements of the promotional mix, which include advertising and public
relations.
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Advertising
Advertising is a means of communication to a target audience using
mostly paid media such as television, radio, the Internet and print publications.
Successful advertising programs include themes that communicate company
mission, branding and services as well as specific product information. The
media for advertising are chosen based on what market research has identified
as the most successful way of reaching a target audience and the financial
resources that can be applied to advertising based on the marketing budget.
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Public
Relations
Public Relations is a communication method used by businesses to
convey a positive image to a target audience and the general public. Public
relations methods can include press releases, community involvement and
speaking at public forums on issues important to a target audience. Small
companies with small advertising budgets can use public relations as an
inexpensive medium to establish the company name and communicate a brand
image. Successful public relations programs highlight company accomplishments
and positive contributions to community.
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