Public relations is a slippery thing. It's easy to think about the tactics—the media tours, the launch events, the statements to the media, and all that. But really, PR is about building mutually beneficial relationships with the folks who can help you reach your goals.
It's easy to get that confused with marketing, which is designed to end with a transaction. Too often, entrepreneurs mistake marketing for public relations, thinking that increased visibility with advertising or random social posts or occasional event sponsorships is enough to build a relationship with potential customers, but the truth is - that is not enough.
Your customers, whether they are business leaders, legislators, farmer market-goers, or tweens, are savvy. They know when they are being sold to, and that does not build relationships.
PR is not about leading to a sale. That mutually beneficial relationship aspect is key. Focusing on that and reminding potential customers what your organization brings to the table is the first step in doing PR well.
I like to remind clients that PR warms the room, while marketing removes barriers to a sale. You truly need both pieces at play to be successful.
While PR warms the room and builds trust, marketing helps people take action based on the trust. By sharing your messaging through trusted media outlets, your organization can build trust with those who can help you reach your goals.
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