Influential Voices of Authority The Power Of Public Relations – PTC 352
There are a variety of ways to bring listeners to your podcast and clients to your business. In this process, many people confuse marketing, advertising, promotion and public relations.
There is a difference between the four. You need to use all four. Understanding the difference is critical.
MARKETINGWhen I got my masters in business administration at the University of Nebraska, we took a marketing class. Going into it, I thought marketing was advertising. I thought they were one and the same.
The first night of class, our professor asked, "What is marketing?"
We started answering with advertising. That expanded to promoting.
She kept asking clarifying questions and we kept expanding the definition.
What about your logo? How about interviews?
By the end of the discussion, we realized marketing is the action or business of promoting and selling products or services, including market research and advertising.
Marketing is the overall process. It encompasses everything it takes to bring your product or service to market. Once you have your "thing", how do you get people to buy it?
Your marketing includes everything from your branding, design, and packaging to research, advertising and public relations.
Anything you do to promote and sell your products and services is included in marketing.
ADVERTISINGIf that is the definition of marketing, then advertising is a subset of marketing. Advertising is the activity or profession of producing advertisements for commercial products or services.
These are typically the ads you buy. It involves an exchange of money or something of value for the exposure of your product or service.
You benefit with the exposure. The other party benefits by receiving financial gain.
PROMOTIONPromotion is typically free exposure. This part of marketing usually involves leg work. You hustle and get exposure.
The definition of promotion is the publicization of a product, organization, or venture so as to increase sales or public awareness. You get in front of people and publicize your stuff.
Promotion is usually the explotation of opportunity. It could involve holding up a sign in front of a TV camera at a rally or handing out flyers at a conference.
This form of marketing also includes your activity on social media. You are doing the work and getting noticed.
PUBLIC RELATIONSThe other way to get exposure is through public relations. How does this differe from the first three?
No money is exchaged. Both parties typically benefit by the arrangement.
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.
When you give an interview to another podcast or media outlet, you benefit by the exposure. The other party also benefits with the content. It is a mutually beneficial relationship.
Many people think public relations, or PR, is simply sending out news releases to media organizations. It is so much more than that. It is all about relationships with other influencers.
ABIGAIL SINCLAIREAbigail Sinclaire is the founder and CEO of Human Network Connection. She is hired by Entrepreneurs and Virtual Media Hosts to skyrocket their impact and income through interviews and collaborations that reach a wider audience and generate multiple streams of income.
Abigail joins us on the show today to show us how to leverage public relations to grow our audience and build our business.
You can sign up for the Celestial Starprenuer PR Audit Call with Abigail. Combine your Public Relations with Collaborative Partnerships that will elevate your presence, generate more income, and expand your business. You can grab your call at www.PodcastTalentCoach.com/PR.
If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.