PR is not same as marketing or sales

 

When I come across a new company or start-up hiring someone as PR Manager, it feels good to see that companies are recognising the importance of PR and Communications. A little later, when I speak to these professionals designated as PR Manager, I feel disgusted at the company and sorry for our profession.

The idea of appointing a marketer, or social media manager to resolve customer queries, or a caller to sell product, or a customer relationship manager is not public relations. That is a gross misuse of the term.

I would like to give you an example here. I came across a start-up that helps students prepare for graduate level entrance exams. Speaking to their PR officer, I came to know all she does is call up potential students and existing students to explain to them the products and then ask them to buy one or upgrade an existing one. That is just sales. There are many more examples like that.

PR is about public relations and not only customer relations, industry relations or media relations. It is about reputation management and having a proper communication strategy with all stakeholders. It includes both internal and external communications. Some would argue, that a few campaigns are made in a manner to sell a product and there is a very thin line between advertising and PR. But it also has to be noticed that companies that deal on B2B also have PR. For example, Tata Steel holds a very high reputation. It shows us exactly what PR does – internal and external communication. It gives the organisation that body of an human.

Now that large organisations understand the value PR brings to the table, I hope it is not far that small organisations do as well. Looking forward to a day where I would not have to explain this to half of the people I meet.