| Summary | | | | informational influence on a customer. To understand it |
| | | | better, let's consider tasks and goals of marketing and |
| 1. Contiguity of Marketing and PR | | | | PR. |
| 2. Definition of Marketing | | | | Goals and Tasks of Marketing |
| 3. Definition of PR | | | | Textbooks define goals of marketing as highest |
| 4. Goals and Tasks of Marketing | | | | consumption, highest consumer satisfaction, and widest |
| 5. Goals and Tasks of PR | | | | choice. The tasks of marketing include research, |
| 6. Relationship Between PR and Marketing | | | | analysis and estimation of real and potential |
| Contiguity of Marketing and PR | | | | consumers' needs, supporting development of new |
| PR and marketing are like cousins: relation is obvious, | | | | products and services, analyzing condition and |
| but its degree is hard to define at once. And what do | | | | development of markets, developing pricing policy, |
| the press say about them? Usually reading an article | | | | sales, and so on. The tasks are performed during |
| on marketing or PR leaves an impression that both of | | | | marketing process, which includes the following steps: |
| them are absolutely essential for business, but their | | | | market opportunities analysis, target markets choice, |
| functions and the difference between them remains | | | | marketing mix development and marketing events |
| vague; in fact, it's unclear even whether they are | | | | execution. So, marketing studies demand for a definite |
| different branches, or one of them is the part of the | | | | product and opportunities of promoting sales and |
| other. It's hard to understand whom to hire if a product | | | | encouraging consumers. |
| needs promotion. Should it be a marketing specialist or | | | | Goals and Tasks of PR |
| a public relations officer? Or maybe both should be | | | | As for PR, it aims to create a positive image of |
| hired, because only one of them is not enough? And if | | | | organization and prevent spreading unfavorable |
| both are hired, will they work independently or will they | | | | rumors and information. The tools used to manage |
| collaborate? And is it possible that they will start to | | | | public opinion may also be considered the three main |
| interfere with each other's work? So there are lots of | | | | parts of PR. They are: |
| questions, but to get these questions sorted out is not | | | | 1. Promotion, which implies activities aimed at creating |
| such a desperate task as it seems to be. Let us clear | | | | and encouraging interest for a person, a product or an |
| up the difference between marketing and PR point by | | | | organization. |
| point, because today they are the necessary tools for | | | | 2. Lobbying, that is responsible for establishing and |
| any company that wants to inform a customer about | | | | supporting relations between interest groups and |
| its product. Make the best use of them - and they will | | | | government, in order to influence legislative and |
| lead you to the great success. | | | | governing processes. |
| Definition of Marketing | | | | 3. Media relations - this PR-team activity embraces |
| We come across these words here and there in | | | | producing informative articles for mass media, |
| newspapers, magazines, on the Internet, sometimes | | | | organizing media support for various campaigns, and |
| even in everyday life. So let's see what they mean. | | | | making news to draw media attention. Small and |
| There are several hundred definitions of the word | | | | medium-sized enterprises usually consider PR as just |
| marketing. Some analysts hold the opinion that | | | | media relations, because this part is the most important |
| nowadays the essence of marketing is not a | | | | one for their business. |
| customer service, but beating business rivals; but | | | | Relationship Between PR and Marketing |
| classic definitions support another viewpoint. Philip | | | | Let's keep in mind that all the PR tools are used |
| Kotler, the world's foremost expert on the strategic | | | | successfully to achieve marketing goals of stimulating |
| practice of marketing, states that "marketing is the | | | | consumption. PR campaign is essential for positioning. It |
| science and art of exploring, creating, and delivering | | | | also increases the popularity of a product, influencing a |
| value to satisfy the needs of a target market at a | | | | customer and rising sales volume. Does it mean that |
| profit". The most comprehensive definition, in our | | | | PR is one of marketing tools? In this case - absolutely |
| opinion, was given by the American Marketing | | | | yes. However, public relations' functions are not limited |
| Association (AMA): "Marketing is an organizational | | | | to this. Let's get back to the beginning and compare |
| function and a set of processes for creating, | | | | the definitions: marketing is aimed to manipulate a |
| communicating and delivering value to customers and | | | | customer, while the goal of PR is to manipulate |
| for managing customer relationships in ways that | | | | company image. Not only products, but also companies |
| benefit the organization and its stakeholders". | | | | and persons need a new image, and in this case PR is |
| Definition of PR | | | | not just a marketing tool, but an independent practice. |
| PR (abbreviation for public relations) is a set of actions | | | | One more question is when one should choose PR |
| aimed to promotion of a man, company, social | | | | from all the variety of tools. During the last twenty |
| movement, party and so on, based on informing the | | | | years the price of company image has increased, and |
| public and cooperating with it. One of the most popular | | | | now it comprises about 80% of the total company |
| definitions was given by Sam Black, former President | | | | value. Even a minor growth of company image price |
| of Public Relations Association: "PR is art and science | | | | results in a considerable increase of stock value price. |
| of achieving harmony by means of mutual | | | | Positive, stable company image has become an |
| understanding, based on the truth and complete | | | | important intangible asset. And that is exactly the job |
| information awareness". The definition, that reflects the | | | | of the public relations team: to create the image of the |
| essence of PR, was developed by Public Relations | | | | company. Using PR, one can correct image, thus |
| News magazine: "Public relations is the management | | | | immediately raising the profit. So we see, that |
| function which evaluates public attitudes, identifies the | | | | marketing and PR are very close, and they often |
| policies and procedures of an individual or an | | | | become allies on the battlefield of customers' minds. |
| organization with the public interest, and plans and | | | | That is the reason they are often mixed up. But in |
| executes a program of action to earn public | | | | general, marketing and public relations are two |
| understanding and acceptance". If we compare the | | | | independent disciplines, equally essential and important |
| definitions, it's easy to notice that there is a connection | | | | for everyone who wants to increase profit and |
| between PR and marketing, as both of them deal with | | | | efficiency of the company. |