The distinction between marketing and traditional PR is blurred. New businesses don’t have to forget about the importance of effective marketing campaigns and comprehensive PR. Smart strategies are essential if your business is to grow. These are the facts to consider when developing your PR and marketing strategy for your business.

#1 – Marketing and PR are inextricably linked online

Social media has blurred the lines between PR and marketing online. You’re likely looking for hybrid solutions to save money and time as a small business owner. Although these solutions are available, entrepreneurs make the common mistake of thinking that PR is easy because of the exposure they can get online.

Although the internet can help you maximize your exposure for a fraction of the cost, PR still requires some je sais quoi. Journalists are subject to hundreds of press releases each day. Be prepared to use your writing skills.

Your press release needs to have a hook just like a sales pitch. A Wall Street Journal story about a company’s new product is not worthy. Unless your company is Apple, in which case you can hire press release writers. The journalist must be able to explain why a story is important.

Fact #2 – Your Audience is Always Watching

Your company’s marketing and PR strategies are now so dependent on social media. You can become viral in just a few hours. This can be good or bad. One complaint could lead to you being relegated to the blockbuster shelves and Colgate frozen meals.

Netflix is a great example. You may have looked forward to receiving a cheerful red envelope in your mail in the early 2010s promising unlimited entertainment for $7.99 per month if you were a subscriber.

This bastion of binge-watching threw a monkey wrench into its operations, and into the hearts and minds of Americans across the country. It began to split its membership into two separate features, one for digital streaming, and the other for Quikster for DVDs. It was not pretty.

The damage had already been done by the time Netflix retracted its separate service idea. What lessons can we draw from this PR/marketing faux pas

1. It was not completely transparent why Netflix was separating from its traditional services. It had already lost the trust of its customers by the time it tried to heal the wounds.   

2. You must take a systematic approach to deal with PR issues. How you handle them will make you stand out from your competitors. Learn how to manage your reputation.

• Admit that you were wrong if you are guilty.

• As soon as possible, apologize. Do not try to negate or make amends.

• Be kind and remorseful, and be specific about what you did wrong.

• Respect the feelings of your customers

• You can take the necessary steps to prevent it from happening again.

Your reputation can be affected by technology in today’s fast-paced environment. Be aware of the online reputation of your company. You can also track your social media metrics to help you fix problems as they arise.

#3: Your Marketing and PR Campaigns Must Be Different

Although it may seem tempting to keep your PR and marketing operations under one roof, they should have different qualities. It’s fine to hire an expert in both marketing and PR when you are just starting out. But, as your budget grows, you might consider hiring separate experts to manage each. Why? Every discipline has nuances that could save you (or cost you) money.

Your marketing plan should target potential customers. This plan focuses on fine-tuning the niche of your industry and analyzing your user metrics. Public relations is, however, how you communicate these niche ideas to your target audience.

You risk losing your ability to be unique if you only enlist one team for both of these tasks. Today, distinctive branding is crucial in today’s business world. The rise of social media, as well as the entrepreneurial spirit, has created fierce competition.

Professionals use a metaphor to distinguish between PR and marketing. It’s something like this:

• At a party, you meet an attractive person (man, woman etc.). At a party, you meet an attractive specimen (man, woman, etc.). You approach this person and declare, “I’m rich!” You can marry me!

• While you’re out socializing at a party, you notice an object of attraction. You stand up and give the person a drink. After you have extended a ride back (opening all doors and oozing charm), it’s time to say “Oh, by the way, I am rich.” You can marry me. That’s good public relations.

This is a reminder that PR is about building a unique message that appeals directly to your target. PR’s primary goal is to portray you as an authority with respect.

You don’t want your PR and marketing campaigns to be a bulldozer. You can use PR to market a lifestyle.

The News Won’t Come to You

This is not a situation you want. While it’s tempting to believe it will, this won’t make bloggers rave about your brand. It can be tiring but you are the one responsible for chasing leads. To ensure that you are actually following leads, and not your tail, you need to plan how you will pursue press. To find journalists interested in your product or service, search LinkedIn. MuckRack is a clever term that describes journalists who expose corruption in business. It allows you to connect with bloggers and journalists for a monthly fee.

You should have something to report if you are ready to reach the media. Have you raised enough Kickstarter funds to start your business? It doesn’t necessarily mean that the public will react in kind just because it’s newsworthy. However, it is worth seeking media coverage if your company is ready to go live (either a brick-and-mortar restaurant or ecommerce store).

You can effectively manage your PR and marketing campaigns by approaching your ideas with a positive attitude and a healthy dose of common sense. Your reputation is at stake online so be aware of how you are presenting yourself on social media. Good reputation management skills are essential. Don’t be discouraged if the press doesn’t reach you. Although PR and marketing are not rocket science, you should still have separate budgets in place to address each.