PR vs Marketing; what’s the difference and how can recruitment agencies benefit from both

One of the more common questions we’re asked as the leading marcomms agency for the recruitment, HR and talent management sectors is ‘what’s the difference between PR and marketing, and do I really need both?’ This is a valid query, particularly at a time when budgets are being slashed and internal teams are being asked to do more with less.

However, although Tom and Jerry, Ant and Dec, Bert and Ernie and, for the football fans, Mbeumo and Wissa, would all be fine on their own, they are far more effective as a pair; and the same principle applies with PR and marketing.

While the distinction between the two can seem blurry, especially in an age where content, social media, and branding cross both camps, organisations must not only understand how the two differ, but also how they can complement one another to deliver real value.

What is PR?

PR is – at its core – about shaping the perception of consumers, customers and all stakeholders and involves building and maintaining a positive brand image through media coverage, thought leadership, public speaking and more. It’s less about direct selling, but more about establishing credibility and trust in the long term.

Individuals like Bill Gates recognise its value, stating that ‘if I was down to my last dollar, I’d spent it on PR,’ and it could be argued that this nuanced approach aligns more closely with the more cynical and savvier modern consumer, who can often sense when they’re being directly sold to.

What is marketing?

Marketing, on the other hand, is largely sales-driven and involves promoting services, attracting leads and converting interest into tangible action. Key activities in this field include targeted campaigns, lead generation, paid advertising, email strategies, and essentially everything with a measurable ROI that is aimed at growing a business, product or service.

However, the real interest lies not in the differences between the two, but in how they overlap and complement each other.

And, not or

Far too often, organisations developing their marketing communications strategies weigh up marketing or PR, when they should choose a combination of marketing and PR to see real value and deliver the best possible results. Siloed thinking does far more harm than good, and the two disciplines work most effectively when they are strategically aligned.

Where marketing is the face of an organisation, PR is its depth and character, and builds context into more traditional direct outreach. Equally, marketing aids PR by ensuring that coverage and stories are seen by the right people, in the right places, at the right time. Within recruitment specifically, imagine an agency trying to break into the fintech market, for example. A PR strategy and campaign involving thought leadership activity could position the company’s consultants as experts in this sector, while a simultaneous marketing programme would target relevant firms via social media and other channels, driving this content directly to target buyers and potential customers. Each discipline therefore reinforces and supports the other, building a strong, authoritative narrative that delivers tangible outcomes, in this case, leads.

Earned vs owned

Another factor to consider when weighing PR and marketing activity is the distinction between ‘earned’ and ‘owned’ media. PR mainly involves the former, and receiving third-party validation from journalists, publications, influencers and other credible outlets. After all, it’s far more valuable to have someone else say how great you are, rather than you saying it yourself. Marketing, on the other hand, focuses on the owned media and largely covers the channels controlled by an organisation, such as its website, email lists and advertising platforms.

Earned media brings real credibility and reach that, for most organisations, cannot be acquired. Having an organisation featured in a popular newspaper or trade publication provides direct authority and, delivered successfully, can be highly effective at improving perceptions of a business. Owned media also has its benefits, and allows for precision and strong management over messaging; for example, when a story is published on a company website or social media channels, the business has full control over the message and has clear methods of gauging its efficacy.

Both is best

Again, the best results are seen when the two support each other; valuable media coverage secured by PR teams can be converted into a social campaign, sales enablement tool and recycled in multiple other ways by marketing specialists, maximising its impact and driving greater ROI.

Measurement is a key factor, and it’s no secret that marketing metrics are often seen as more direct and quantifiable. But PR activity can also be measured via media coverage, domain authority improvements, sentiment analysis, keyword rankings and content engagement, amongst others.

If an agency’s goal is to increase brand awareness, position itself more effectively with target audiences and increase inbound lead numbers, then PR and marketing should work in tandem to deliver the best results. The most successful recruitment brands are those that think beyond the transaction and put a real focus on shaping their organisation and its public and customer perception, investing in their reputations and building real communities. Rather than querying which discipline to invest in, the most effective way to drive growth is to opt for both, and the best question is how to align the two most effectively. This dual approach not only boosts visibility and generates leads but also builds the kind of lasting relationships and brand sentiment that, in a people-focused industry like recruitment, can offer a real advantage.

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Author: Bruce Callander

With over a decade’s experience in PR, marketing and communications, Bruce develops and executes media relations, content and social media strategies for firms in the recruitment and hiring industries, as well as suppliers to those sectors and other organisations both in the UK and internationally.