Public Relations (PR) and marketing are two distinct but interrelated fields that should always work hand in hand to help businesses achieve their objectives. However, as the modern corporate culture is becoming more prevalent, the line between the two terms has begun to fade.
Many businesses confuse Public Relations and marketing as a single task or limit their focus to marketing alone, degrading Public Relations. Others misunderstand Public Relations as the most complicated job on the planet. Above them all, there are some critics according to whom PR professionals have no work-life balance, and they miss out on every precious moment of their lives.
To discuss the veracity of this claim, today we are joined by Austin Rotter, an expert in Public Relations, branding, and media communications!
Hi, Austin. It’s quite an exciting discussion, and I am stoked to have you with us today. First off, please elaborate if there’s any difference between marketing and Public Relations?
Austin Rotter: Yes, indeed! The key difference between the two is that marketing is centered on promoting and selling a specific product or service. PR, on the other hand, is about preserving a positive reputation for a brand or client.
The distinction itself gives rise to a number of other differences between the two fields, including how they communicate, the channels they employ, and the methods they deploy. For instance, marketing initiatives can be conducted across any online or offline platform, but PR campaigns solely rely on earned media, such as newspaper articles, social media reviews, and press releases. Obtaining value through Public Relations is extremely difficult because you can’t purchase or create it; you have to persistently work to achieve it.
You hit the mark there, Austin. In your opinion, why are businesses so puzzled by the concept, and how can they differentiate between the two?
Austin Rotter: There is a golden saying that you cannot do marketing without a bit of PR, and a PR can’t be successful without some marketing. And this is where businesses get confused.
See, if your products are not worthy, your company will never be viewed as a favorable option. Likewise, if there’s nothing that urges people to emotionally connect with your brand, they will never prefer to buy your products. These overlapping commonalities must be addressed to sort things out.
Having said that, do you think being a PR expert is the most demanding job on Earth? Do you have any work-life balance?
Austin Rotter: To answer your question, I would like to cite recent research from the US News & World Report, which placed Public Relations as the third-best creative media career in 2020.
Note that and contemplate if creativity would be a demanding job? No, it can be hectic with pressure but not a challenge at all.
Everything has its highs and lows, and being a PR professional is no exception. The job can be overwhelming sometimes, but that’s something every profession has in common. So, there’s no doubt that Public Relations is a lucrative career choice, and you don’t need to put in a great deal of effort to be able to strike a balance between your personal and professional life.
I’ve been able to do this by diligently adhering to a regular routine, from morning meditation and workouts to doing everything on time. Instead of procrastinating and delaying the inevitable, I prefer a balanced schedule that allows me to serve my clients while also furthering my abilities and spending time with my friends and family.
That’s impressive! What was your motivation behind pursuing a career in Public Relations?
Austin Rotter: I have always been in love with storytelling but never felt the urge to write a book. A friend advised me that I should explore Public Relations. The field would definitely have something in-store for me.
Today, several years later, I am really glad and content with my decision to enter this industry. It has enabled me to satiate my hunger for storytelling and divert the pulsating energy I have.
Also, after a career spanning decades in PR, I have discovered two new objectives. One is to help my clients tell their stories the right way to the right audiences. The second is to assist journalists in doing their jobs efficiently by providing them with the information they need to ensure robust reporting.
You mentioned that being a PR expert can be overwhelming sometimes. How do you deal with stress?
Austin Rotter: Meditation has proved to be my best friend. I meditate in the morning to stay focused and remain calm the whole day. In times of stress, I try to focus on my breathing, compose myself, and walk out with a smile. After all, a smile is infectious and has the power to change the world.
That’s a new level of positivity! What would you like to suggest to entrepreneurs striving to find a career in Public Relations?
Austin Rotter: Being new to the world of Public Relations can be challenging. Get your foot in the door by remembering some golden rules.
- Learn the art of connecting with others and yourself.
- Create an aura of positivity around you to stay motivated.
- Always be open with your mentors and bosses.
- Keep in mind that the PR world is fascinating, so remain curious to learn new things.
- It is vital to earning the trust of your superiors.
- Understand the value of your voice and be confident.
- Strive for excellence in whatever you do and remain true to yourself and your identity.
Stick to them, and you will quickly establish yourself as a professional PR expert.
That’s amazing! Thanks for taking out time from your tight schedule, Austin. We hope that young entrepreneurs will get some insight from this, and the misconception about marketing and PR must have cleared out!