The Difference and Importance of Promotion and Public Relations

So you really want to be known in your organization as the PR guy. The job may be prestigious but be ready to work no end to achieve every milestone in your schedule. Anyway, you'll fit right in you think, because you've been in advertising for quite some time now and you know they're the same.

NOT.

Most of us probably believe that both are the same. Maybe even the powers-that-be in our organization may also think this way. Not quite, actually. There's a totally big difference between promotion and public relations.

If promotions apply a lot of unique and more than the usual strategies to get attention, PR is the tamer version of the two. When you want to dabble in public relations, you need to have restraint in your actions.

Part of the attraction for advertising is its radical code of being bale to do and say anything you want to. Your company is paying for the ad space so you'd rather take advantage of that.

Not with public relations. You get to be the nice guy to everyone because basically, you get media attention for free. You don't pay for it and you most surely have to get the company's name out without all that jazz and pizzazz usually associated with advertising.

Don't get me wrong. Both worlds are actually very challenging. In fact, there's no limit with what you can do with public relations. And once you start to know the rhythm and all the routines, you might just want to stay in PR.

So what do you actually do in PR? For one thing, you'll write press releases – a lot. You'll organize and plan press conferences, and produce company promotional materials like the newsletters and fyers. You'll practically be the link between your company and the press.

You'll also have a lot of PR functions which include public speaking, attending seminars and conferences, getting media interviews, exhibiting at trade shows, organizing press conferences, arranging such events like opening day, special visit to the company site, managing photo sessions either in or out of the studio, and most importantly, acting as the company's spokesperson. All in all, I can say that you're the 'it' guy for the company when it comes to creating a great image to the public.

So if you think you can do all that, and become a jack-of-all-trades, able to jump and skip rope all at the same time, then public relations is definitely for you.

What characteristics do you need to have to make it in public relations, you ask?

Number 1, you need to be a sponge that absorbs everything that you come across with your seminars, workshops, on-the-job trainings. You need to learn everything.

Number 2, you need to learn to multitask. You'll be managing more than one project at once so make sure you can focus on each one without neglecting the others.

Number 3, you have to like people because you'll be dealing with them with every waking hour you have.

Number 4, be able to adapt to any situation like a chameleon, and be open to many things and situations.

Lastly, you need to have the stamina and endurance to be able to dance, entertain, and always be fresh with ideas even if you're tired and barely able to stand up.

PR is probably the busiest and the most intense work in marketing. But when you get started and got your feet wet, you probably won't want to go back.


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