1.3 PR's Relationship to Marketing, Advertising, and Journalism

Public relations, marketing, advertising, and journalism are interconnected fields that shape how organizations communicate with their audiences. PR professionals must understand the nuances of each discipline to create effective strategies that build trust and credibility.

This section explores how PR intersects with marketing through integrated communications and brand management. It also examines the relationship between PR and journalism, highlighting the importance of news values and editorial content in media relations efforts.

Marketing and PR

Integrated Marketing Communications and Brand Management

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• Integrated marketing communications (IMC) combines various marketing channels (advertising, PR, social media, etc.) to deliver a consistent brand message across all touchpoints
• IMC ensures that all marketing efforts work together harmoniously to reinforce the brand's core values and positioning in the market
• Brand management involves creating, maintaining, and enhancing a brand's reputation and perception among its target audience
• Effective brand management requires a deep understanding of the brand's identity, values, and unique selling proposition (USP) to differentiate it from competitors
• Successful brand management leads to increased brand loyalty, customer retention, and overall brand equity (the perceived value of the brand in the minds of consumers)

Earned, Paid, and Owned Media in Marketing and PR

• Earned media refers to the publicity and exposure a brand receives through third-party sources, such as news articles, reviews, or word-of-mouth recommendations
  • Earned media is often seen as more credible and trustworthy by consumers because it comes from independent sources rather than the brand itself
  • Examples of earned media include positive news coverage, social media mentions, and customer testimonials
• Paid media involves the use of advertising to promote a brand or product, such as TV commercials, online ads, or sponsored content
  • Paid media allows brands to reach a wider audience and have more control over the message being delivered
  • However, paid media can be less trusted by consumers who may view it as biased or self-serving
• Owned media refers to the channels and platforms a brand controls, such as its website, blog, or social media accounts
  • Owned media allows brands to create and distribute content that aligns with their values and messaging without relying on third-party platforms
  • Examples of owned media include a company's website, email newsletters, and branded social media accounts

PR and Journalism

News Values and Editorial Content

• News values are the criteria journalists use to determine the newsworthiness of a story, such as its impact, timeliness, proximity, prominence, and human interest
  • Stories that align with these news values are more likely to be covered by media outlets and attract public attention
  • PR professionals must understand news values to effectively pitch stories and earn media coverage for their clients or organizations
• Editorial content refers to the articles, opinion pieces, and other non-advertising content published by media outlets
  • Editorial content is created independently by journalists and editors based on their judgment of what is newsworthy and relevant to their audience
  • PR professionals often seek to influence editorial content by providing information, sources, or story ideas that align with their clients' interests

Advertorials: Blending Advertising and Editorial Content

• Advertorials are a form of paid content that blends the style and format of editorial content with the persuasive messaging of advertising
  • Advertorials are designed to look and read like regular articles but are sponsored by a brand or organization to promote its products, services, or viewpoints
  • Examples of advertorials include sponsored articles in magazines, native advertising on news websites, and branded content on social media platforms
• Advertorials can be an effective way for brands to reach and engage audiences in a more subtle and informative way than traditional advertising
  • However, advertorials must be clearly labeled as sponsored content to avoid deceiving readers and maintain the credibility of the media outlet publishing them
• The use of advertorials raises ethical concerns about the blurring of lines between journalism and advertising and the potential for biased or misleading information being presented as objective news