Council Post: PR Vs. Marketing: What's The Difference And Which Should You Invest In?

If a user is scrolling Instagram and a flashy ad catches their eye for new sunglasses, that link needs to transport them to a webpage where they can purchase the product but also create context and credibility for the product . If there is no brand story or context positioning why these sunglasses are the best, the user may not click"buy.

The story becomes even more important in our tech-savvy digital era where consumer attention spans are short-lived. A brand needs a unified story across all verticals — from its website and social media presence to in-person events and activations. For example, if the sunglass company decides to throw a dinner party to introduce the physical product and create buzz, the party needs to align with the brand.

The goal of outside-of-the-box should be something that your competitors aren't doing or something that an editor/reporter looks at and thinks:When blending marketing and PR together, it's important to consider how one piece of content can lead to other opportunities. For example, my agency took out a billboard for a client to promote something risqué.

To conclude on a very basic and blunt level, invest in PR if you only have the budget for one vertical. Once your brand grows, when people are connecting to your story/message, and you build credibility through the press, you can then put money behind the story as a marketing push to ensure relevance and, hopefully, long-term success. But please don't think stuff happens overnight. In most cases, it doesn't, and you need to stack the right building blocks first.

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