Having recently moved from public relations to marketing, I now
realise that there isn’t much philosophical difference between the
Certainly not as much as some marketers would have you believe.
If you have an understanding of your audience and a good strategy to
work with, the only real differences are the amount of time and money
available. In almost every case, the marketer has far less time and far
more money than the PR manager.
It’s important not to over-simplify, but for a marketer it is essential
that they secure a guaranteed marketing activity in a set time
Meanwhile, a PR person has to do the best they can to secure any
activity proposed in the plan.
But in both disciplines, keeping to strategy is paramount. The marketing
department pays a premium for guarantees, while the PR people
This difference in style is reflected in the difference in budgets.
I know many PR operators who could produce amazing results given
marketing-style budgets. But a lot of marketers could benefit from the
negotiating skills frequently shown in PR.
Alan Welsman is director of marketing for Sony Computer Entertainment.