Key Differences Between Marketing & PR
As I near the end of my Advertising and Public Relations bachelor's program, I have encountered a common theme in the job market. While searching for internships and full-time entry-level positions, many employers are grouping public relations jobs as “Marketing” roles. In interviews for these roles, employers have asked two questions:
Why do you want a marketing role?
What do you think are the similarities and differences between PR and marketing?
Are public relations and marketing the same thing? While there are many similarities and transferrable skills, the short answer is no. Marketing and PR have very different agendas and strategic approaches.
Definitions of Marketing & Public Relations
First off, what are the definitions of marketing and public relations? According to the American Marketing Association, marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” In opposition, the Public Relations Society of America defines PR as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Marketing & Public Relations Agendas
The overall main goal of a marketing campaign is to generate sales of a good or service. Marketers want to increase customers and raise profits. Marketing plays an essential role in creating brand messages that stand out in the sea of tactics and gain public attention.
On the other hand, public relations professionals act to create positive relationships between the public and the brand. Combined, PR and marketing can work harmoniously to benefit both the brand and the consumer. The difference is in their strategic approach.
Public relations has the opportunity to create brand equity, which is essential to increasing brand awareness, developing the perceived value of a good or service, and inspiring brand loyalty. This differs from a marketing campaign because it affects the organization as a whole and if done successfully, it will benefit all areas of the business.
How to Ace the Interview Question
So the next time you interview for a marketing internship or full-time position and are inevitably asked, “why do you want a marketing role?” here is how you can plan your answer ahead:
Explain how the job description and responsibilities align with the fundamentals of public relations
Discuss your past experience in class projects, internships, or pr extracurriculars that match with what the employer is looking for
Describe both soft and hard skills you have that fit both a public relations and marketing job
Clarify how you fit the needs of the employer and why you want the position
While on the job hunt, don’t automatically filter out marketing job postings quite yet. Thoroughly read through the description and responsibilities to find out if your PR skillset is a match.
Want to learn more? Check out the PR Hangover podcast episode “What Even is PR?” which does a deep dive into public relations, PR professional jobs, common misconceptions, and discusses PR vs. Marketing.
About Madey
Madey Lutenski is a senior studying Advertising & Public Relations with a minor in Women & Gender Studies. This will be her second year with GrandPR serving as the Firm Editor. During her senior year, she will be the GVSU Career Center's Writing & Communications Intern and will also serve as a Lead Research Consultant for the University Library. Outside of school and work, Madey enjoys reading, exploring West Michigan restaurants, and watching movies with friends. After graduation, she plans to remain in the West Michigan area and join an integrated communications firm.