PR (Public Relations) — is the management of a company’s reputation in the business community. It helps create a positive image and build long-term relationships with the audience.
Marketing — is a system of actions aimed at promoting a product and increasing sales. Its goal is to create an offer and stimulate demand.
PR builds trust in the brand, while marketing uses that trust to attract customers.
Methods of PR and Marketing
PR helps to gain trust through publications in the media, social projects, and audience engagement.
- Media Work: Press releases, articles, and interviews create a positive informational background and attract attention to the company’s achievements.
- Crisis Communication: A quick response to negative events minimizes their consequences for the brand. An operational and honest response to scandals or data leaks reduces negative perception.
- Development of Social Projects: Participation in public and environmental initiatives improves reputation and attracts media attention. Charitable events and collaboration with NGOs help reach a new audience.
PR lays the foundation for marketing campaigns that use trust to grow the customer base.
Methods of Marketing
Various strategies and tools are used to promote goods or services to attract customers and increase sales.
- Content Marketing: Creating useful content strengthens relationships with customers, demonstrating how the product solves their problems. According to forecasts by Forbes, the content marketing industry is expected to reach $600 billion this year.
- Email Marketing: Advertising and newsletter emails maintain communication with customers and increase conversion rates. According to Forbes, consumers are three times more likely to make purchases after receiving email newsletters than after a social media promotion.
- Community Marketing: This method allows for direct communication with the audience, increasing loyalty and reducing costs for attracting new customers. Social networks and forums serve as platforms for communities where brand ambassadors and influencers promote the brand.
Trends in Marketing and PR
Consumer preferences and trends are constantly changing. To lead the market, study the audience and implement innovations.
- Personalization: Analyze the audience and adapt content to meet the requests of each customer segment. Implement AI technologies to automate the creation of advertising and marketing campaigns, app notifications, and website alerts. According to a Gartner study, by 2025, companies will need to create personalized offers for individual customers. This increases ROI by 14%, user engagement by 28%, and the number of clients by 25%.
- Social Responsibility: Share information about corporate initiatives and sustainable business practices. Research from McKinsey and NielsenIQ shows that commitment to ESG principles helps brands increase sales. Products labeled “vegan” or “carbon-neutral” grew 8.5% faster than competitors, and repeat purchases increased by 32-34%.
- Omnichannel Approach: Combine customer interaction channels into one space. According to Zendesk, 70% of consumers buy more if they can seamlessly switch between platforms. For example, receiving personalized messages in a mobile app and messenger, and using individual discounts for online and offline purchases.
Use PR and marketing together to build loyalty and increase sales. Promote the company in the media and on various platforms. Improve user experience, develop the brand community, and engage in social initiatives.