The Misconceptions Of Pr
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The document discusses the misconceptions that small business owners have about marketing and publicity. While marketing involves identifying customer needs and satisfying them with competitive options, publicity involves disseminating information about a brand through media outlets. Publicity, which falls under public relations, is invaluable for creating awareness, building credibility and influencing decision makers. However, many small businesses do not fully understand what publicity involves and how it differs from marketing. Public relations is an important part of the marketing mix for promoting a company through non-paid advertisements and positioning it as socially responsible to increase awareness and favorability.
The Misconceptions Of Pr
- 1. The Misconceptions of PR<br />W<br />ith the major shift of small businesses emerging/reemerging throughout the United States, it is vital to strategically focus on key areas that will allow business owners to maximize their potential consumer awareness in the targeted market(s). While Marketing and Advertising hold a strong place in furthering the plight of awareness, oftentimes, business owners neglect the priceless element of Publicity. Having spoken to several small business owners throughout the years, it is clear that many have a misconception of what roles Marketing and Publicity play in the scope of things. Marketing entails identifying the wants and needs of a target market/demographic and satisfying those with options that outweigh that of your competitor. Publicity is the disbursement of information regarding a brand, event, project, company, etc. This is done primarily via media outlets in the realms of print, online, television and radio. This element, which is housed under the Public Relations umbrella, is PRICELESS! Not only does Publicity create awareness, but it also builds images and influences the opinions of decision makers. Credibility that opens doors for your business and establishes you, the business owner, as an expert, always yields favorable results. <br />In my discussions, many small business owners have expressed to me that they hired a Publicity company to do A-B-C, but once we sit down and dialogue in more detail, I realize that they didnt really have a good idea of what they were purchasing. That being said, please know that all PR is Marketing, but all Marketing is NOT PR. The strong association between marketing and public relations is undeniable. PR is a very important part of the marketing mix. Note: The marketing mix is known as the unique combination of product, price, placement and promotion. Those things combined result in the ultimate success of a product of service. Public relations, a component of the promotion aspect of the marketing mix, is an important technique in which the word about your companys products and services are placed before media and consumers alike. Every promotional activity that your company engages in that is NOT a paid advertisement can be considered a part of the public relations component. These activities are designed to increase awareness of a companys products or services and position it as a socially responsible entity. The conclusion is that Public Relations is one of many components necessary to bolster awareness from a media and consumer standpoint. <br />