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Guest post by: Gail Diggs Become an Author

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I was recently asked the difference between marketing and public relations and thought I would write briefly about it.

According to the American Marketing Association, marketing is “the set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” It is suggested that the term derived from the original meaning of going to “market” to shop for goods and services.

On the other hand, public relations is a lot more about perceptions and building relationships. In fact, the Public Relations Society of America describes it as “helping an organization and its publics adapt mutally to each other.” In other words, it is about enhancing your “public face” so that your publics have a favorable impression of you and what you have to offer.

Who are your “publics?” Your publics are anyone who has an interest in your company and may include employees, stock holders, current clients, potential customers, the list goes on.

A simple way to look at it is to consider the intended end results. At the end of a successful marketing campaign you want to have generated sales, site visits, some specific action. At the end of a successful public relations campaign, however, you want to have generated goodwill and a positive reputation.

For example…

The public service announcment that plays on your local radio station is a public relations effort because it likely highlights a non-profit venture and does not try to sell anything. But the radio advertisement that encourages listeners to purchase specific goods and services is marketing.

The speech you gave at a Chamber of Commerce event is public relations because it may have served to position you (and your company) as a trusted community leader, yet didn’t boldly sell your products. On the other hand, the sales presentation you gave to potential clients is marketing because the end result you hoped for was a sale and not just an enhanced reputation.

Every business, no matter how young or how established, needs good marketing and good public relations. They work hand-in-hand and at GCD, we can help with both.

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