—by Karis Vigil, M.S.
You’ve heard agents, editors, publishers, and other authors discuss marketing and the importance of building brand awareness, but where do you start? You need to build the buzz about your book, get the publicity—right? How does PR fit into the plan? Do you need ads? Or a marketing campaign? How do you decide? Is there a difference?
Yes, there are differences, but most people use the terms interchangeably. While each specialty still has its own set of selling points, the digital age has blurred the lines significantly. With countless online communication channels and opportunities for user-generated content, the worlds of advertising, marketing and PR now intersect and frequently mesh together. But for a start, it helps to understand how each has traditionally functioned.
Advertising
Advertising is the easiest to understand. It is paid coverage; you get what you pay for. With an ad, you can control when, where, and how your message appears. A single ad can be used as long as your budget allows.
In addition to the placement cost, you’ll need to consider costs associated with photo or video shoots as well as editing and designing. Advertising isn’t the recommended route if you are looking to establish brand credibility. Most people are aware that they are viewing an ad, and many will automatically tune it out simply because it is paid advertising.
Public Relations
Public relations is all about earned coverage—getting others to tell your story for free. Unlike an ad, you have little control over when, where, and exactly how your message appears. A PR professional will convey your story to reporters, but ultimately the reporters decide if, how, and when they will write about your brand.
Because PR uses third-party sources to tell your story, your message is usually deemed more credible than an advertisement. The goal of PR is to build a mutually beneficial relationship between you and your audiences. PR will boost your brand awareness and help you establish credibility in the industry.
PR practitioners provide their clients with strategic communication plans, offer media training for interviews, issue press releases, arrange speaking tours, and help them navigate possible negative news coverage or crisis situations.
Marketing
Marketing is a bit harder to understand than advertising or PR. It takes a strategic approach using market research to identify the perfect audience and then directly targets that audience to sell a product.
While increasing sales is usually part of a PR campaign, the way to get there may be more about raising awareness for your brand and telling your story. Marketing is most concerned with the bottom line and will typically focus on tactics that immediately translate to sales. A marketing campaign will engage with your audience more than an ad, but isn’t necessarily going to take the time to build relationships with the audience.
You may choose to go with a professional to get the word out. Many agencies and professionals in this industry offer a combination of approaches, and the functions can vary significantly across industries and from one agency to the next. Be clear with your goals up front. Make sure you establish realistic expectations for results. Ask questions and make sure the person or agency you choose will be the best fit for you.
About the author
With nearly a decade of experience in government and public relations, Karis Vigil has worked with a variety of clients in the legal, health, technology, utilities, and higher education industries. As a Senior Account Executive at Schwartz MSL Boston, Karis provided strategic and tactical support for her clients. She has experience working with top business press such as Investor’s Business Daily, US News & World Report, and the Wall Street Journal.
Prior to joining Schwartz MSL, Karis served for two years as a field representative for Texas State Senator Jane Nelson. Karis’ previous experience includes an internship in the White House Office of Public Liaison and campaign work for various elected officials. Most recently, Karis has taught Media Relations as an adjunct instructor at Boston University. Karis holds a B.A. in Political Science from the University of North Texas and a M.S. in Public Relations from Boston University. She resides in Boston with her husband and son.
