Today’s Rules of Marketing and Public Relations

Marketing and public relations (PR) are becoming one. The customer has caused the merger of these two entities with demand for content.

In today’s business world the rules of marketing and PR have been impacted by the Internet. Marketing is no longer a shotgun approach where TV and printed advertising ruled. Businesses can no longer afford to blast their advertising dollars at the general population and hope for the best. Instead today’s approach is that of a target rifle, where businesses target their dollars at a particular niche. Here are some of the new rules to marketing and public relations:

Marketing is more than advertising and PR is more than just a mainstream media audience.

You are what you publish. People want to have authenticity not spin. They want participation, not propaganda.

Marketing is no longer about one-way interruption. It is about giving the customer content at the precise moment he/she needs it.

Marketing to the general population has shifted to a strategy of reaching the many numbers of niche audiences by way of the Internet.

Public relations are no longer showing your company to the general population by way of TV. It is about your customers seeing your company on the Internet.

Marketing is no longer about the advertising agency winning awards. It is about your business winning customers.

The Internet has made public relations about the public,not just about the media.

Today customers are driven into the purchasing process with online content.

Customers have dictated that businesses communicate directly with them by way of blogs, online video, e-books, news releases, and other forms of online content.

The Internet has blurred the lines between marketing and public relations.

In the offline world, marketing and PR are separate departments. This however, is not the case in the online world. Marketing and public relations are becoming one. The customer has caused the merger of these two entities with demand for content.

Public Relations Jobs – How to Be Effective in Public Relations

Every company or business needs to promote their establishment so that they can get more business and result in their development. Also, all these establishments also need to promote themselves with financers and sponsors so that they can get the proper finance to start their new courses of development. Both of these conditions are the specifications for which the company has to have a public relations departments department. This is also the reason why public relations jobs are very popular amongst people. It is because they are so common and they are a necessity for every small business, big enterprise or even individual ownership.

PR stands for public relations. As the name suggests, the job entails that the personnel should have the necessary qualities to link or relate to the public that they want to advertise or promote their products to. As such the target customer group definitely falls under the category of this kind of public. What is also interesting to note is that the financers or the promoters also fall under the category of public when it comes to public relations of the company. This is specifically why the public relations department personnel have to relate to the customer while they are making a sales pitch. They also have to relate to the financers when they are promoting their product and the reason why the product should be launched in the market.

It is necessary for this type of job, which the person has marketing abilities but the most important specification for this job is people skills. There are also a variety of degrees and courses available for the field nowadays. Everyone who wants to start their career in this field can always opt for this opportunity to train themselves in the field and its nuances. However, as much as one qualification are necessary for this job, the experience required for the job is also very important and sometimes on job training is more beneficial than any course or degree whatsoever.

This is why many companies offer this type of training at entry level public relations jobs. Public affairs jobs also fall under the category of PR jobs. The personnel who are interested in moving up the ranks in this department have to be very persistent with their training and also gather qualifications such as a management degree in public relations or they should opt for public relations internships.

Public relations jobs are so versatile that they are not bound to any particular field. Every company working in any kind of field needs to have a PR department so that they can promote themselves and their product. Fashion PR jobs include the personnel to relate to the media in which it is necessary to publish and promote the products of the fashion house or the fashion department. It is necessary for the PR personnel to know about the nuances of the media as well because they have to constantly interact with them in the course of their job. The Internet, local newspapers and the local cable channels are excellent sources of information when it comes to finding the perfect PR job.

Public Relations For Entrepreneurs

Contrary to what my mom believes, public relations is not serving food at the neighborhood bar, working retail at the mall or being a stripper (no joke, a local men’s club once advertised topless dancing jobs as public relations).

According to the Public Relations Society of America (PRSA) website, “public relations helps an organization and its publics adapt mutually to each other.” Marketing focuses more on the product and services itself, while public relations works to establish a solid reputation for an organization and influence opinion through truthful education (not manipulation and lies).

Not really apples and oranges, but enough of a difference to need a strategic PR plan for your business.

My favorite definition of public relations comes from my first college PR class: public relations is managed communications between an organization and its publics. Let’s break this down.

Managed: You control the message and format of the content released. The message is consistent with your business story and presents your business in a positive, proactive, authentic and truthful light.

Communications: There are numerous forms of communication, from press releases, brochures, websites, advertising and sales letters to speeches, social media, events and everything in between. Anything that can be used to connect with someone else can be considered a form of communication.

Publics: Repeat after me- there is no such thing as the general public. You are not trying to reach the whole world. Really. Your public’s are those groups you need to reach; those clusters of likeminded people who you are trying to influence. It could be potential clients, current customers, media, elected officials, school teachers, union groups or any other target group. Your public’s will be different from your markets, which will be different from your audiences in advertising.

To develop a public relations plan for your business, you first need to identify your publics, then determine what you want them to do (or believe) and, finally, decide which communication vehicles are the most appropriate to deliver that message. For example:

Public: Elected Officials
Objective: Vote in support of legislation that protects clean air in Tennessee
Communication: Federal report on the dangers of dirty air; face-to-face meetings to discuss current legislation; letters from three well-respected scientist that backs up our stance; organize phone-in day where dozens of people call their legislators to ask for their support.

This is a very simple beginnings of a public relations plan. I challenge you to take your top two or three publics and create a plan of strategic communications for each group. You will be amazed at the results.