The communications processes of public relations and marketing are not the same. Professionals recognize the distinctions between them although grassroots practitioners may not. Textbook definitions may appear confusing. Therefore practical differences will be cited here.

Marketing is selling, whether it be a tangible product such as a ticket to your Christmas show or a service such as a membership in your chorus. The end result of the marketing process is a transaction, i.e., money for a ticket, money for dues, etc. The marketing process always involves a transaction. Marketing communication, briefly, is a one-way communication such as broadcasting ticket price and availability via a variety of media. When a prospect hears your marketing message she decides whether or not she will buy.

The public relations process prepares target audiences to be receptive to marketing messages. Awareness of the quality of your product is built through public relations, i.e., an appearance on a local early morning television news broadcast may attract the attention of potential members and potential ticket buyers. Public relations is a two-way communications process. You may broadcast a message and wait for a response. If the response is favorable, you may decide to keep broadcasting the same message. If the response is unfavorable, you have the opportunity to change your message to one that may be more positively received.

 

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