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The Business of Influence: Reframing Marketing and PR for the Digital Age by PHILIP SHELDRAKE

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9

REFRAMING MARKETING AND PR

For convenience I’ll repeat here one of the definitions of marketing and one of public relations we met earlier.

  • Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
  • Public relations is the focus on two-way communication and fostering of mutually beneficial relationships between an organization and its publics.

In my words, marketing describes the process of making and growing a profitable market, in partnership with public relations’ mutual alignment of the organization with its stakeholders. (Substitute the phrase ‘profitable market’ when your organization has a different primary motivation.)

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