CAREERS: Comment - Marketers and PRs could learn a lot together

Having recently moved from public relations to marketing, I now realise that there isn’t much philosophical difference between the two.

Having recently moved from public relations to marketing, I now

realise that there isn’t much philosophical difference between the

two.



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

frame.



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

haggle.



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.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer