Public relations in marketing

Public relations in marketing - public relations are the "oldest concept to used to describe the communication activities of the organization"(J.Grunig 2013, p.4). The aim of managing public relations in every organization is to raise effectiveness. In general public relations in the company are advertisements, promotions, media relations but also marketing support. It was proven, that "providing marketing support is the most popular reason for using outside public relations firms" (J. Grunig 2013, p.367). In this case, marketing support is mostly product publicity but also working on a marketing strategy which includes conquering the competition. Still, there is a crucial difference between public relations strategic planning and marketing strategic planning. The efficient working public relations department will be separate from the marketing department. Marketing should be mainly focused on communication with markets."The major purpose of marketing is to make for an organization by increasing the slope of the demand curve. The major purpose of public relations is to save money for the organization by building relationships with the public."(J. Grunig 2013, p.20). Mostly, techniques used in marketing (e.g. price, promotion) are not useful in the public relations field.

Relationship between Public relations and marketing

The best way of creating a relationship between public relations and marketing in companies has been discussed for over 100 years. There are five models presenting types of structural relationships between PR and marketing. Each of them is representing another type of relationship - in one of these models it has been decided that they should have "equal, but overlapping functions"(J. Grunig and L.A. Gruning 1998, p.142). Three main goals have to be achieved by public relations in marketing and these are:

• product publicity
• customer relations
• public relations serves as a ‘watchdog’ on the social responsibility of marketing

To sum up these three functions, public relations in marketing mainly focus on bonding customers with a particular company and creating the image of the company's actions in customers' eyes. Also, public relations departments are working on product publicity, which means that they aim to create the best impression of selling products. In other models of relationship, it is presented that:

• Public relations and marketing should have a separate but equal function
• Marketing having the dominant function
• PR having the dominant function
• Public relations and marketing having the same function (J. Grunig and L.A. Gruning 1998, p.142-143).

Examples of Public relations in marketing

• Creating and managing a positive public image: This can be done by utilizing various tactics such as media relations, press releases, and events to help create a positive image of the brand. For example, a company may create press releases that highlight its charitable efforts, or they may host an event to showcase their new products or services.
• Developing relationships with influencers: Many companies now partner with influencers on social media platforms to help get their message out to a wider audience. A company may partner with an influencer to share their message, product, or service to the influencer’s followers. This can be a great way to build relationships with potential customers and to gain more visibility for the brand.
• Developing content marketing strategies: Content marketing is a great way to engage with potential customers and to build relationships. Companies can create informative and entertaining content to help educate their audiences and to create a positive image for the brand. Content marketing can be done through blogging, social media posts, videos, and more.
• Crisis management: In the event of a public relations crisis, it is important for companies to have a plan in place to mitigate the damage to their reputation. This includes developing a strategy to address the issue, responding to media inquiries, and addressing customer concerns. Companies should also be prepared to apologize, take responsibility, and take corrective action if necessary.

Advantages of Public relations in marketing

Public relations can be a powerful tool for marketing a business or product. Here are some of the advantages of using public relations to promote a brand:

• It allows businesses to reach a wide audience without spending a lot of money on advertising. Public relations activities such as press releases, media interviews, and product launches can be used to spread the word about a brand without having to pay for expensive ad rates.
• It helps to build relationships with key stakeholders. Public relations can help to establish and maintain positive relationships with customers, investors, suppliers, media, and other stakeholders.
• It can help to build brand credibility. Public relations activities can be used to portray a brand in a positive light and to demonstrate its credibility to the public.
• It can help to create a positive public image. Public relations activities such as publicity campaigns and social media campaigns can be used to create a positive public image for a brand.
• It helps to reach target audiences. Public relations can be used to target specific audiences with tailored messages. This can help to reach potential customers and to build brand loyalty.

Limitations of Public relations in marketing

Public relations (PR) is an important tool for marketing, but it has its own set of limitations. Some of the main limitations of PR in marketing are:

• Time-consuming: PR is a time-consuming process, as it requires a lot of research, planning, and strategizing. This can take up a lot of time and resources that could be invested in other marketing strategies.
• Costly: PR can be costly to implement, as it involves the cost of staff and resources, as well as the cost of media coverage or advertising. It may also require the use of a public relations firm, which can be expensive.
• Limited reach: PR can only reach a limited number of people, as it relies heavily on traditional media outlets, such as newspapers, television, and radio, rather than digital platforms.
• Lack of control: It can be difficult to control the message of PR, as the media can choose to alter the message to fit their own agenda. Additionally, it can be difficult to measure the success of PR campaigns, as there is no clear way to measure the impact.
• Unpredictable results: The results of PR campaigns are often unpredictable, as it relies on factors such as media coverage and the public's reaction to the campaign. Additionally, results can take a long time to be seen.

Other approaches related to Public relations in marketing

The following are the other approaches related to Public Relations in marketing:

• Media relations: This approach involves using public relations techniques to increase visibility with the media and create a positive image in the public eye.
• Influencer marketing: This approach involves leveraging influential people in a given industry to spread awareness and create a positive image.
• Content marketing: This approach involves creating content that is interesting and informative to build relationships with potential customers.
• Social media marketing: This approach involves using social media platforms to spread awareness, engage with customers, and build relationships.
• Event marketing: This approach involves hosting events such as conferences and workshops to create awareness and a positive image.

These are the other approaches related to Public Relations in marketing. These approaches are used to create awareness and a positive image in the public eye, build relationships with customers, and leverage influential people in a given industry.

Public relations in marketing — recommended articles

Digital marketing strategy — Types of marketing — Advertising plan — B2B social media marketing — Social media optimization — Areas of marketing — Influencer marketing strategy — Holistic marketing — Buzz marketing

References

• Grunig J.E. (2013), Excellence in Public Relations and Communication Management, Routledge
• Grunig J.E. and Gruning L.A. (1998), The relationship between public relations and marketing in excellent organizations:evidence from the IABC study, "Joural of marketing Communications"
• Grunig J.E. and Gruning L.A. (1991), Conceptual Differences in Public Relations and Marketing: The Case of Health-Care Organizations, "Public Relations Review", n.17
• Kitchen P.J.and Moss D. (2006), Marketing and public relations: the relationship revisited, "Journal of Marketing Communications", vol.1
• Kitchen P.J. (1993), Towards the Integration of Marketing and Public Relations, "Marketing Intelligence & Planning", Vol. 11 No. 11, pp. 15-21
• Zavattaro S.M.(2010), Municipalities as Public Relations and Marketing Firms, "Administrative Theory & Praxis"

Author: Barbara Fidelus