This presentation was developed as a guest lecture for the "Public Relations: History & Society" course in the Public Relations Post Degree Diploma Program at Western Continuing Studies. It addresses what Public Relations and Marketing (& Marketing Communications -MarCom) are and how they differ. Many professionals and associations define all three terms differently though generally it's acknowledged that all need to be used to engage an audience, specifically a target market. Please feel free to comment with your definition of Public Relations, Marketing and/or Marketing Communications -MarCom.

1. Colleen G. McCauley
Professor - Marketing, Fanshawe College
MarCom Consultant & Owner-Founder, Earth to Business Marketing
Public Relations: History & Society
Western Continuing Studies
May 17, 2018
Marketing vs. Public Relations
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2. Agenda
• Marketing
• Public Relations
– Publicity, 6 Key Roles, Canada vs the USA
• Marketing Communications (MarCom)
– Media, IMC
• What’s the difference between them?
2

3. What is
your definition
of Marketing?
3

4. Marketing
• understanding the needs/wants of
the customer
–activities that develop an offering
(product) to satisfy a customer
need/want
–What influences consumers to buy or
not buy products?
4

5. Maslow’s Hierarchy of Needs
Esteem
Social
Safety
Physiological
Self-Actualization
Hunger, Thirst, Sleep
Security, Protection
Love, Friendship
Prestige, Status
Hobbies, Education, Travel
5

6. Marketing Mix (4Ps)
Promotion
Price Product
Place
package
warranty
after-sale service
brand name
image
value
Offering/Strategy
6
Target
Market

7. What is a Product?
• Tangible and intangible:
– a good (toothpaste)
– a service (pedicure, NFP program),
– idea (don’t pollute),
– person (actor, musician),
– place (tourist destination),
– or any combination of these
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8. Marketing Mix (4Ps)
Promotion
Product Price
Place
Advertising
Direct Marketing
Public Relations
Sales Promotion
Personal Selling
Online Marketing
Promotion Plan
8
Target
Market

9. Public Relations
MARKETING
MarCom
Promotion
Product
Price
Place
9

10. Public Relations
10

11. How do you
define PR?
11

12. Public Relations
• activities and communications to monitor,
evaluate (identify areas within the
organization of interest) and executes a
program of action to influence attitudes,
opinions and behaviours
– includes Publicity
12
Nelson Education Ltd

13. Publicity
• the communication of newsworthy information
designed to familiarize the public with a
company, brand or product (to help marketing).
• public = customers, suppliers, shareholders, government
officials, employees, community)
– Launching new product(s)
– Opening a new location
– Technological breakthrough
– Milestone Achievement e.g. anniversary
13

14. Roles of Public Relations
1. Corporate Public Relations
– Corporate advertising, Advocacy advertising, Issues
Management
2. Reputation Management (Crisis Management)
3. Product Publicity
4. Product Placement and Branded Content
– Product Seeding, Buzz Marketing, Word-of-Mouth
5. Community Relations & Public Affairs
6. Fundraising (Not-For-Profits)
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15. Public Relations
Reputation Management
(Crisis Management)
15

16. PR Crisis or Not?
• Do you know of any Controversial
Advertisements?
• Pepsi - Kendall Jenner ad
• Dove - Body lotion ad
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17. New Logo Design
http://www.bbc.com/news/technology-28343130
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18. New Packaging Design
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19. Product Performance
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20. Public Relations
Product Publicity
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21. The moral is ...
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Appeal: Comparative, Humourous
http://adage.com/article/creativity/fast-feeder-rides-wave-advises-trust-a-clown/310796/

22. Get fit with Kwik Fit
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Appeal: Positive, Humourous, Lifestyle

23. Technology’s Role
23
Appeal: Humourous

24. Public Relations
Product Placement and Branded Content
(Product Seeding, Buzz Marketing,
Word-of-Mouth)
24

25. Wayne’s World
25
Appeal: Humourous

26. 26
Appeal: Humourous

27. Public Relations
Community Relations & Public Affairs
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28. “Stand By You”
28
Appeal: Emotional, (Positive, Lifestyle)

29. Eyes on the Road
29
Appeal: Emotional, (Negative, Lifestyle)

30. How Different is PR
in Canada vs the USA?
• The CPRS Code of Ethics is a statement of
general principles that fills up a single page.
Its American counterpart, the Public
Relations Society of America’s Code of
Professional Ethics, runs on for seven pages
and is still growing as unethical practitioners
find new ways to abuse the guidelines.
Source: http://marketingmag.ca/news/pr-news/column-how-different-is-pr-in-canada-versus-
the-u-s-93395
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31. PR in the USA vs. Canada
PR in the U.S. should be viewed as part of the American
culture of “boosterism.”
“They are more visible, louder, more colourful in how
they do things than we are. We’re quieter, more prone
to listening than speaking, more interested in
mitigating conflict.”
- Terry Flynn,
- Professor,Communications Management, McMaster University
- Former national president of the CPRS
Source: http://marketingmag.ca/news/pr-news/column-how-different-is-pr-in-
canada-versus-the-u-s-93395
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32. ACTIVITY
• Upon review of the following advertisements
let’s consider and discuss:
– What got your attention about the ad?
– Did the advertisement make you laugh, cry, or
respond physically in another manner?
– Did it inspire an emotion (hope, fear, or other)?
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33. Don’t Drink & Drive
Source: https://consumerist.com/2017/01/25/tostitos-party-safe-bags-will-detect-if-youve-been-drinking-help-you-call-uber/ 33

34. Cats in Subways
Source: https://www.kickstarter.com/projects/1115177097/the-citizens-advertising-takeover-service-cats/ 34

35. World’s Toughest Job
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To add to the unending list of requirements visit:
http://www.worldstoughestjob.

36. Public Relations
MARKETING
MarCom
36

37. Marketing Communication
MarCom
37

38. Marketing Communication
“MarCom includes all the internal and external
communications and activities undertaken to
meet marketing objectives and build, maintain
and protect brand share, perception and
reputation in the marketplace. MarCom
disciplines include and are not limited to
advertising and public relations, social, digital,
promo, experiential, direct and so on.”
Deborah Weinstein – Strategic Objectives
38

39. MarCom
• planned and unplanned messages and related
media used to communicate with a market
– between firms and customers, and among customers.
• the line between physical and digital platforms
and paid and unpaid media space is blurring
every day
– For example, TV programming can also be found
online, and newspaper ads and articles are often
accessible in either location
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40. MarCom Media
Paid
Media
Owned Media
Earned
Media
Websites, Blogs
Email, Podcast, etc.
Social Media presence
Media Coverage
SEO, Viral Marketing,
Publicity activities
Banner /Social Media Ads
Sponsorships
Product Placement
(Content Marketing)
40

41. Integrated Marketing
Communication (IMC)
• Marketing Communications from each
promotional mix element should be
integrated
– i.e. careful coordinated to ensure the consistency
of messages at every contact point regardless of
where it originated from
• traditional advertising, public relations, sales
promotion, personal selling, direct-response
communication, and social media
41

42. Marketing
vs
Public Relations
vs
Marketing Communication (Mar Com)
42

43. What‘s the difference?
“There should be no difference. All forms of
communication should be integrated together – and
that includes how you answer the phone, sign your
email, post to Twitter and Facebook, etc.
Communication should involve all available tools.
Customer service also should be considered part of
communications because if your customer service
sucks, nothing else that you say matters.”
B.L. Ochman – What’s Next Blog
Source: https://heidicohen.com/marketing-versus-pr-whats-the-difference
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44. Marketing, PR & MarCom
• Marketing creates and brings a product to
market that people (customers) will buy.
– One-way selling
• PR builds relationships with all stakeholders
• Marketing Communications (MarCom) is the
part of PR that supports the marketing
function
– Two-way conversation
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Source: https://heidicohen.com/marketing-versus-pr-whats-the-difference

45. PR vs Marketing
PR/Publicity Mktg/Advertising
Focus Corporate Image/Reputation Brand/Product Image
Control Media (Public) Company/Sponsor
Media Earned Paid
Paid By Not Paid (Free) Marketer/Company
Audience Customers, media, employees,
shareholders
Target Market /
Customers
Response Reactive/Proactive Proactive
Measure Change in perception or beliefs Sales/Revenue
Time Frame Long-term Short-term
45

46. PR vs Marketing
PR/Publicity Mktg/Advertising
Tools/
Activities
• press release/advisory
• press conferences
• web sites
• blogs /social media
(consumer generated
content)
• publications e.g. annual
reports
• television, radio
• newspapers, magazines
• billboards, transit cards
• websites
• banner/sponsored ads on
websites & social networks
• games
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47. PR and Marketing
“Marketing and PR are as reliant on each other as a
business is to their combined success.
Those companies who don’t get caught up on what’s
marketing and what’s PR, and instead focus on
identifying the most effective tools for delivering to
their objectives, will have the most effective
communication strategy.”
- Sydney Public Relations Agency
Source: https://publicrelationssydney.com.au/pr-marketing-whats-difference/
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48. Colleen G. McCauley
Personal Business
company/earth-to-business-marketing
@Earth2BizMrktg
marketing@earthtobusiness.ca
earthtobusinessmarketing
www.earthtobusiness.ca
http://ca.linkedin.com/in/colleengmccauley
@CGMcCauley
colleen.g.mccauley
+EarthtoBusinessMarketingLondon/+colleengmccauley
BOARD: earth-to-business-marketingcolleengmccaule
colleengmccauley.wordpress.com
www.behance.net/ColleenGMcCauley
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49. Do you have any
Questions?
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