Marketing or public relations – what’s the difference?

Home » Marketing or public relations – what’s the difference?

The terms marketing and public relations (PR) are often (incorrectly) used interchangeably. While both disciplines aim to enhance a company’s reputation and drive growth, they serve distinct purposes. Understanding the difference between marketing and PR is crucial for businesses and brands looking to build and execute a balanced strategy. 

We take a closer look at the definitions of marketing and PR, their key differences, why PR is essential in marketing, how PR campaigns are measured and the role of a digital PR agency below. 

What is public relations (PR)?

Public relations (PR) is the practice of managing and shaping public perception of a brand, organisation or individual. PR professionals work to build and maintain positive relationships between a company and its target audience, including customers, investors, employees and the media. 

Key PR activities include:

Media relations – Securing positive press coverage in newspapers, magazines, TV and online publications.

Crisis management – Addressing negative publicity, protecting a brand’s reputation and minimising the harm done by a negative story.

Influencer collaborations – Partnering with industry leaders and social media influencers to amplify brand messaging.

Corporate communications – Crafting internal and external messaging for consistent communication.

Unlike marketing, PR focuses on earned media rather than paid promotions, relying on credibility, a good angle for a story and third-party endorsements. 

What is marketing?

Marketing involves all the activities a business undertakes to promote, sell and distribute its products or services. It includes understanding customer needs, creating compelling messaging and driving sales through various channels focusing on the 4 Ps – product, price, place and promotion. 

Key marketing activities include: 

• Advertising – Paid print and video promotions across digital, print publications, TV and outdoor media (such as billboards). 

• Content marketing – Creating blogs, emails, videos and social media content to engage a target audience. 

• Email marketing – Generating and nurturing leads through targeted email campaigns. 

• Social media marketing – Promoting brands on platforms like Facebook, Instagram and LinkedIn through organic and paid social posts. 

• Search engine optimisation (SEO) – Improving website visibility on search engines such as Google. 

• Market research – Analysing consumer behaviour to refine strategies and optimise campaigns. 

Marketing is typically more sales-driven than PR, focusing on direct conversions and revenue growth. 

The key differences between PR and marketing

While PR and marketing overlap in many areas, they differ in their objectives, strategies and measurement: 

PR is about credibility, while marketing is about driving conversions. However, the two work best when integrated into a coherent brand strategy. 

Why PR is an important part of marketing

PR plays a crucial role in a company’s overall marketing strategy by: 

Enhancing credibility – Positive media coverage and influencer endorsements build trust more effectively than ads by making the brand seem more genuine. 

Supporting brand awareness – PR helps a brand gain visibility to a wider audience without direct advertising costs. 

Managing crises – A strong PR strategy mitigates damage during scandals or negative publicity. 

Improving SEO – Earned media coverage generates backlinks, boosting search rankings organically. 

Humanising the brand – PR storytelling (e.g. founder interviews, sustainability initiatives) makes a brand more relatable. 

When PR and marketing work together, businesses achieve both short-term sales and long-term brand building. 

How PR campaigns are measured

Unlike marketing where success is tied to sales conversions and direct revenue, PR success is measured through both qualitative and quantitative metrics: 

• Media impressions – The number of times a PR piece is seen. 

• Share of voice – How much media coverage a brand gets compared to their competitors. 

• Sentiment analysis – Whether media coverage of the brand is positive, neutral or negative. 

• Engagement metrics – Social shares, comments and interactions on published PR content. 

• Backlinks and domain authority – SEO benefits from high-quality media placements. 

• Influencer impact – Reach and engagement from influencer collaborations. 

Tools like Google Analytics, Meltwater and Sprout Social help track these metrics. 

What does a digital public relations agency do?

A digital PR agency specialises in online reputation management, combining traditional PR tactics with digital strategies. Key services include: 

• Online media placements – Securing features in high-quality digital publications, blogs and news sites. 

• Link-building for SEO – Earning high-authority backlinks through press releases and guest articles. 

• Social media PR – Managing brand reputation on platforms like Twitter (X), Facebook and LinkedIn. 

• Influencer and blogger outreach – Partnering with digital influencers for brand advocacy. 

• Online crisis management – Addressing viral negative content and fake reviews. 

• Content amplification – Promoting branded content through digital PR channels. 

By leveraging digital tools, digital PR agencies help brands own the narrative of online conversations about their brand while supporting broader marketing goals. 

Let the experts take control of your brand’s integrated marketing and PR campaigns. Talk to us today to discuss your PR and marketing needs.