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Marketing & PR ... What's the Difference?

Posted June 1, 2016

Marketing and PR ImageMarketing and public relations each play an important role in business today – both striving to increase visibility and build your brand. While social media has blurred the lines between these two business functions, there is still a distinction between the overall goals of marketing and PR.

Marketing encompasses the activities associated with selling a product or service. A well thought out marketing strategy will guide your efforts and can be adjusted based on changes in target audience, market, and products/services. The bottom line goal of business marketing is generating sales; for non-profits, it’s increasing engagement and participation in your organization and events. 

Marketing Tactics

  • Logo and brand development
  • Design and collateral creation
  • Website development
  • Search engine optimization
  • Digital and social media
  • Video production
  • Content and blog writing

The Public Relations Society of America (PRSA) defines public relations as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” The main goal of PR is generating exposure and improving your business or organization’s image.

PR Tactics

  • Building relationships with the media
  • Writing and distributing press releases
  • Pitching ideas to journalists/publications
  • Coordinating interviews with the media
  • Media follow-up and publication analysis
  • Overall PR strategy, including crisis communications
  • Community outreach and influence

Both marketing and PR agencies are your partners, providing value to your business or organization and helping you succeed. 


Jennifer Jensen

Resource Coordinator

A love of spelling, reading, and red pens led Jennifer - aka JJ - to build a career around writing and editing. Since earning a bachelor's degree from Shepherd College, Jennifer Jensen has spent nearly twenty years as a marketing and administrative professional. Her experience includes serving as a communications specialist for a public relations firm and communications director for a local convention and visitors bureau. Jennifer works closely with our admin and production teams on copywriting, coordinating incoming tasks, and managing workloads.

Outside the office, her favorite things include dessert, Mountaineer football, repeats of Friday Night Lights and Criminal Minds, working the penalty box at her sons' hockey games, and delving into true crime books. Originally from the Mountain State, Jennifer lives in Hagerstown with her husband, their teenaged twin sons, and two overly loveable pups. 

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