Publicity and PR - Related, But Not the Same

Public Relations (PR) is an art. Some people say it's a science. Others say it's a skill. Whatever people decide to call it, there's one thing that everyone can agree upon: PR is crucial to success.

In fact, the very definition of PR speaks directly to success: positive interactions between a person, company, or organization and the members of its public that it relies upon for success.

While publicity is all about getting positive attention through the media, PR is all about maintaining it.

Both publicity and PR activities (a.k.a. campaigns) are a part of the overall "marketing mix." This mix consists of various strategies that are created and used in the scope of reaching one's marketing goals.

PR is primarily concerned with a beneficial message. That message, and its comprehension, is critical to building, promoting, or improving relationships with a particular audience. We see prime examples of this during presidential campaigns when candidates are attempting to distinguish themselves and earn the trust (and the votes) of the public. Clinton's theme song, "Don't Stop Believing," and Obama's message of hope illustrate this point.

Before embarking on a PR campaign of any kind you must know 1) what message you want to deliver and 2) what message you want people to remember.

While publicity can generate instant "buzz" and excitement, it's often short-lived if proper PR efforts are not undertaken to ensure that the message not only reaches, but is also understood by the target audience.

One of the most effective strategies in communicating and reinforcing messages in PR is events. Events are enjoyed by everyone. When skillfully planned and executed, events emphasize and punctuate the beneficial messages of a person, company, or organization to the members of its public that it relies upon for success. It conveys their dedication and branding qualities like no other.

Events also (can) encompass and cover the full use of marketing skills and capabilities, while creating the opportunity to get in tune and in touch with the members of your public to find out what they think. This is key because only they can confirm that your PR is working.

According to Howard Bragman, who has represented major companies and Hollywood celebrities, PR also stands for perception is reality, and by rubbing elbows with the members of your public, you have the chance to close the gap between perception and reality.

Because publicity concentrates on the dissemination of positive information through the media, PR's niche is predicated on "interactions." It is rooted in face-to-face activities that (should) leave positive, influential impressions.

Many people mistakenly refer to PR activities as "publicity events." While the mistake is innocent, it distorts the purpose of such events - which is positive interactions. Remember, publicity is about attention, and PR is about conveying a beneficial message through interactions. One does not attend an event or party merely for attention...in most cases.

PR thrives on interactive activities that are conducive to its goal. These activities can include, but are not limited to, parties; contests; seminars; luncheons; outings; and anything that puts you in touch with the members of your public. Such PR activities are only limited by one's imagination and creativity.

Whether you decide to conduct your own publicity or PR campaign, just be clear on what the differences and objectives are for both, and you will dramatically increase your odds of succeeding in either endeavor.