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What is Public Relations?

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There is an age old question. "Should sales report to marketing or should marketing report to sales?" Just to set the record straight this presentation answers that question as well as another profound inquiry -- What is Public Relations?

Published in: Business, Technology

What is Public Relations?

  1. 1. PUBLIC RELATIONS What is Written By Bill Barlow @LifeIsAPitch
  2. 2. By Definition Marketing – Enables the effort Public Relations – Influences Advertising – Promotes the offer Sales - Writes the order
  3. 3. Marketing is knowing your customer. It is finding out what people want, why they want it and how much they’ll spend. Socially, marketing is the link between a society’s material requirements and its economic patterns of response.  Don't confuse marketing with advertising. Marketing
  4. 4. The three main elements of marketing are: •Research the market and customer •Prospect the market •Communicate at all touch points   Marketing
  5. 5. Public Relations is a function of marketing. It is the communication of the information to support a specific agenda. Public Relations is the practice of managing the spread of information. Don't confuse PR with advertising. Public Relations
  6. 6. The three main elements of PR are: •Informing people •Persuading people •Integrating people with people.  Public Relations Only you can’t buy the space
  7. 7. Advertising is a unique function. Advertising is the promotion of a service or product or company. It features a clear call to action and promotes the benefits of that being advertised. Don't confuse advertising with marketing. Advertising
  8. 8. The three main elements of advertising are: •Promoting Offers •Branding Companies or Products •Facilitating Sales Advertising
  9. 9. Sales is Sales. Sales is converting an inquiry or lead into a contract, order or shipment. Don't confuse sales with market research business development or advertising. Sales
  10. 10. The three main elements of sales are: •Creating Sales Processes •Converting Interest •Capturing Orders Sales
  11. 11. The main differences of Advertising vs. PR: •Paid vs. Free Space •Controlling vs. Influencing the Message •Shelf Life vs. Perpetuity Placement •Biased vs. Unbiased Perceptions PR vs Advertising
  12. 12. While Sales and PR share a job of market research (Marketing), PR focuses more efforts to sell what the company already has. This means that PR is more aligned with the needs of Sales. This doesn’t mean PR is a function of sales. Marketing vs PR
  13. 13. The main differences of Sales vs. Marketing: •Sales is relationship driven Marketing is data driven • Salespeople don’t develop products Marketers do •Sales is about sales Marketing is about more than sales Sales vs Marketing
  14. 14. Other differences of Sales vs. Marketing are: Approach: Marketing - Customer orientation - Listens to and eventual accommodation of the target market and determine future needs Sales - Customer orientation - makes customer demand match the products the company currently offers Sales vs Marketing
  15. 15. Other differences of Sales vs. Marketing are: Focus: Marketing - Generate leads - fulfill customer's wants and needs thru products and/or services the company can offer Sales – Generate purchases/orders - fulfill sales volume objectives Sales vs Marketing
  16. 16. Other differences of Sales vs. Marketing are: Scope: Marketing - Researching to identify customer needs, creating products to meet those needs and creates promotions to advertise products Sales – Persuade the customer to buy the available products to fulfill their needs Sales vs Marketing
  17. 17. Other differences of Sales vs. Marketing are: Process: Marketing - One to Many Sales – One to One Horizon: Marketing - Longer term Sales – Shorter term Strategy: Marketing - Pull Sales – Push Sales vs Marketing
  18. 18. Other differences of Sales vs. Marketing are: Concept: Marketing - A wider concept Sales – A narrower concept Priority: Marketing - Shows how to reach customers Sales – Is the ultimate result of marketing Sales vs Marketing
  19. 19. TH PR PROVIDES 7 Critical Benefits: A Cost Effective Marketing Vehicle1 It Can Build Brand and Reputation2 Can Generate Exposure You Cant Otherwise Buy3 It Can Help You to Manage Crisis Situations4 Is Effective at Finding Quality Employees5 Motivates Target Audiences6 Can Positively Impact Company Value7 “It’s the wipe you wear on your hand”
  20. 20. Public Relations The PR Communication Process: • Discovery Phase • Survey Relevant Parties • Collect Information • Research Market Understand Stakeholder Expectations
  21. 21. Public Relations The PR Communication Process: • Model Expectations • Identify Benchmarks • Establish Targets • Set Goals Evaluate Stakeholder Expectations
  22. 22. Public Relations The PR Communication Process: • Identify Opportunities • Creative Approaches • Develop Plan • Present For Approval Incorporate Stakeholder Expectations Into Strategy
  23. 23. Public Relations The PR Communication Process: • Monitor Results • Compare to Goals • Analyze Variances • Adjust to Succeed Monitor & Analyze Performance
  24. 24. Public Relations The PR Communication Process: • Communicate Results • Report Variances • Performance to Goals • Discuss Opportunities Report On Achievement Of Strategies
  25. 25. Public Relations The PR Communication Process: • Review Goals • Decide Alt Strategies • Adjust Tactics • Continue on Plan Take Action on Performance
  26. 26. TH PR ACTION Items: Book A Meeting to Discuss PR Opportunities1 Prepare Notes Outlining Your Goals2 Discuss Goals – At The Table3 Review the Plan from At The Table4 Set A Start Date to Begin5 Execute PR Plan6 Monitor the Results7
  27. 27. BILL BARLOW About Click to Connect In Association with At The Table PR & Marketing Career Link Bio Link BlogWebEmail Tweet

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