Transcript Marketing vs. PR - Navy League of the United States

It’s All About Communicating!
7 Steps for Effective Nonprofit
Communications*
1. Define your communication goals and needs.
2. Identify your audience.
3. Monitor the conversation.
4. Create your content.
5. Distribute and engage with your audience.
6. Monitor “again,” evaluate and respond.
7. Always keep in mind why you do what you do. Mission is
EVERYTHING!
*Content from www.business2community.com
Navy League of the United States
Citizens in Support of the Sea Services
Public Relations & Marketing
What is the difference between PR and marketing?
Public relations is about growing the name of
the organization and strengthening its perception
and relationship with the public. According to the
Public Relations Society of America, PR is defined
as “a strategic communication process that builds
mutually beneficial relationships between
organizations and their publics.”
Marketing is defined by the American Marketing Association as “the activity,
set of institutions and processes for creating, communicating, delivering and
exchanging offerings that have value for customers, clients, partners, and
society at large.”
*Content from www.business2community.com
Citizens in Support of the Sea Services
Public Relations & Marketing
The Benefits of PR …
■ PR
stimulates awareness of (and hopefully the demand for) your
organization.
■ PR strengthens your organization’s image and how it is perceived.
■ PR can, through this broadened awareness and different perception,
increase search engine visibility and organic
searches.
HOWEVER, public relations often is not strong
enough to stand alone. A positive perception is
generally not enough to measurably and notably
increase your company’s reach and/or revenue.
Public relations should be considered an integral
part of your company’s marketing strategy.
*Content from www.business2community.com
Citizens in Support of the Sea Services
Public Relations & Marketing
The Benefits of Marketing …
Ask some key questions:
■ Will you employ a more traditional marketing strategy with advertising,
direct mail, etc.?
■ Will you use social media or email marketing?
■ Should you consider content or inbound marketing?
-- Inbound marketing is promoting a company through
blogs, podcasts, video, eBooks, enewsletters,
whitepapers, SEO, physical products, social media
marketing, and other forms of content marketing
which serve to attract customers through the different
stages of the purchase funnel.
-- Content marketing is any marketing that involves the creation and sharing of
media and publishing content in order to acquire and retain customers.
*Content from www.business2community.com
Citizens in Support of the Sea Services
Public Relations & Marketing
The Benefits of Marketing …
Depending on the type of marketing employed, measurable benefits can
include:
■ Establishment of brand recognition through increased contacts.
■ Increase in customer interaction.
■ Increase in contact to customer conversions = new members, retention!
In Conclusion …
Though both PR and marketing are effective in
boosting a company’s reputation and brand
awareness, marketing serves to not only educate
the public, but to use education to directly
influence the company’s sales. Marketing doesn’t
want you just to know, marketing wants you to do.
*Content from www.business2community.com
Citizens in Support of the Sea Services