Why PR is NOT the same as Sales
What is Public Relations?
Public relations is the practice of creating and maintaining a positive image of a business or brand. It is a strategic communication process that aims to build relationships between the organization and its stakeholders, including the public, media, investors, employees, and customers. PR professionals use various tactics to build trust, credibility, and reputation for the organization. These tactics may include media relations, community outreach, events, sponsorships, social media, and crisis management.
What is Sales?
Sales, on the other hand, is the process of exchanging goods or services for money or other valuable items. The primary goal of sales is to increase revenue by convincing people to buy the product or service being offered. Sales professionals use various tactics to persuade potential customers to make a purchase, including advertising, direct marketing, cold calling, and sales promotions.
The Differences between PR and Sales
While both PR and sales have the ultimate goal of promoting a business or brand, they differ in several ways.
1. Relationship Building vs. Direct Selling
The primary objective of PR is to build and maintain relationships with various stakeholders. PR professionals focus on building long-term relationships that are based on trust, transparency, and two-way communication. On the other hand, the primary objective of sales is to make a direct sale. Sales professionals focus on persuading potential customers to make a purchase.
2. Value vs. Price
PR is about communicating the value of a brand or business to the public. PR professionals emphasize the unique value proposition of the organization and its products or services. In contrast, sales are primarily focused on the price of the product or service. Sales professionals emphasize the affordability and competitiveness of the offering.
3. Long-Term vs. Short-Term Goals
PR is a long-term strategy that aims to build and maintain the reputation and credibility of the organization over time. PR efforts may not immediately result in increased sales or revenue, but they are essential for long-term success. In contrast, sales are a short-term strategy that aims to drive immediate revenue and profits.
Conclusion
In conclusion, while both public relations and sales aim to promote a business or brand, they differ in their goals and methods. PR is about building relationships, communicating value, and achieving long-term success, while sales are about making direct sales, emphasizing price, and achieving short-term success. Both are critical for the success of any organization, but they require different skills, tactics, and strategies. By understanding these differences, businesses can effectively leverage both PR and sales to achieve their goals.
Mark Kaley is the author of the book “From Pennies to Millions” and the PR Manager with Otter Public Relations. He has been featured in Forbes, Fox Business, Authority Magazine, Modern Marketing Today, PR Pioneer, Market Daily, O’Dwyer PR, DKoding, and Consumer Affairs. Mark is also a contributor with Hackernoon, you can view his contributor profile here.
