Published by Susan Young
Professional Speaker, Author, Media Advisor
& Award-Winning Entrepreneur
Winner of the “Entrepreneur of the Year” Award from
The Edison Chamber of Commerce
www.getinfrontcommunications.com
Copyright 2006, all rights reserved. May not be reprinted without permission.

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The Difference Between Media Relations, Marketing and Advertising

I am often asked by potential clients and people in my seminars to share some insight about the differences between media relations, marketing and advertising. There seems to be confusion about how these three areas may interact or overlap.

My definition of media and public relations is simple. We use the media—print, radio and Television news— as the vehicle to educate and reach mass audiences. It may be a crisis communications situation, it may be the unveiling of a new product or service at a press conference or it may be reaction to a legislative issue.

Public and media relations involve third party endorsements. This is quite different than advertising. Here’s how it works. Most people know that any business with a checkbook or budget can pay for an advertisement and get into the newspaper or onto radio and TV because they paid for the space or time.

My firm provides genuine news opportunities for articles, stories and interviews. When someone sitting in their den reading the newspaper reads an article, they tend to know that it wasn’t “paid for.” The reporter or editor saw the value in the story and deemed it newsworthy. The story stood on its own merits without money changing hands. The editor validated the story, which gives it instant credibility. It’s much different than a paid ad. It’s third party endorsement, endorsed as valid by the reporter.

According to the American Marketing Association, marketing is defined as “an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships.”

My definition of marketing may be a bit more focused on branding. It’s how you differentiate yourself. It’s the common thread of your uniqueness and “sweet spot” that is subtle yet obvious in your website, stationery, brochures, newsletters and logo. It’s your identity.

Some say that marketing is the “umbrella” that media relations and advertising fall under. Often times, a marketing plan requires both public relations and advertising. Sometimes only one or two pieces are needed to get the word out. They can be separate entities that can complement one another.

Understanding which piece is first, the proverbial cart before the horse, is key to your communications success.