The Art of PR: Building Relationships vs. Gaining Publicity

Updated on August 31, 2024 with full episode ending.

In this episode, we delve into the crucial differences between public relations and publicity, and how each plays a distinct role in shaping your brand's image.

Learn about the increasing importance of personal branding in today's market and discover why strategic oversharing can be beneficial.

We explore the concept of goodwill on your business balance sheet, highlighting its importance as an intangible asset that represents your reputation, customer loyalty, and management expertise.

Discover the various public relations channels like press releases, social media, and personal interactions, and how they help build trust with your audience and stakeholders.

Finally, we distinguish between organic features and paid publicity, emphasizing the value of creating genuine relationships with your audience. Understand why treating people with consideration and humanizing your brand can solve more problems and save more money in the long run.

_______________________________

Subscribe, turn on your notifications, follow us, like us, leave a comment, leave us a review on your favorite social media platform, and connect with us on our website.

 

𝐒𝐡𝐨𝐰 𝐍𝐨𝐭𝐞𝐬 𝐋𝐢𝐧𝐤𝐬:

🔗 Contact us: https://marcomtech-niques.com/

_______________________________

 

🎙️𝐅𝐨𝐥𝐥𝐨𝐰 𝐌𝐚𝐫𝐂𝐨𝐦 𝐓𝐞𝐜𝐡-𝐧𝐢𝐪𝐮𝐞𝐬 𝐏𝐨𝐝𝐜𝐚𝐬𝐭:

🔗Connect: https://isabelapublicrelations.com/marcom-tech-niques-podcast-connect/

𝐅𝐨𝐥𝐥𝐨𝐰 𝐨𝐮𝐫 𝐡𝐨𝐬𝐭, 𝐉𝐚𝐜𝐪𝐮𝐞𝐥𝐢𝐧𝐞 𝐂𝐚𝐫𝐦𝐨𝐧𝐚:

🔗 Connect: https://isabelapublicrelations.com/connectpr/

𝐅𝐨𝐥𝐥𝐨𝐰 𝐈𝐬𝐚𝐛𝐞𝐥𝐚 𝐏𝐮𝐛𝐥𝐢𝐜 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬:

🔗Connect: https://isabelapublicrelations.com/connect/

_______________________________

Isabela Public Relations, LLC and ©MarComTech-niques Podcast do not endorse any organizations, businesses, or individuals through social media engagement, past podcast collaborations, past affiliations, or guests on the podcast unless explicitly stated otherwise regarding endorsements of the organizations or individuals. Please do your due diligence when hiring individuals or organizations. Such engagements are for marketing communication purposes only.

_______________________________

©2022-2025 MarComTech-niques Podcast  

©2015-2025 Isabela Public Relations, LLC

All rights reserved. 

Episode Transcript

(00:00):
PR builds relationships and longevity in brands, and publicity increases awareness.
Before we get into today's episode, I wanted to talk about personal branding and oversharing.
While I've always been a very private person all of my life,
you will find out that in today's market, that is non-existent.

(00:24):
If you don't reveal who you are, then data brokers will do it for you and not
so much on how you want them to do it.
If you are a blank slate and no one knows anything about you,
then you are a blank canvas to your competitors to shape your public image on
how they see fit for their competitive edge.

(00:46):
If there are financial situations that came about, whether personal or business,
people People will always want to know if they can trust you with their brand,
their money, their investments.
In order to move forward and gain opportunities, sometimes you have to reveal
past mistakes, especially if it's public information already.

(01:09):
And most importantly, you have to guard and protect your brand.
Most people do not understand that your actual brand is called Goodwill on your
business balance sheet.
It is an intangible asset recorded that represent dollar amounts of your reputation,
customer loyalty, and management expertise.

(01:31):
This is why it's important to understand the difference between public relations and publicity.
When we are using podcasts for our business, it is usually considered a marketing
tool, but I wanted to use it more on a public relations side than publicity or marketing.
Yes, I provide marketing communications, but with more public relations,

(01:52):
making sure I create relationships with my audience and provide different examples of thought leadership.
Because not everyone's journey is aesthetically perfect.
Therefore, one guideline for thought leadership will not work for every type of person or brand.
Creating conversations in story forms grabs your audience's attention,

(02:15):
holds it, and and keeps them wanting more.
Stories motivate people as well. It helps create imagination and creates a trajectory
for visionary possibilities for your audience.
So you must consider, do you want straight out of the gate, on branding,
be immediately personable in your brand or aesthetically perfect and where that

(02:39):
might cause issues if you have underlining factors that are not within your control. role.
There will always be underlining human experiences.
So remember that when branding yourself.
So let's get into it. What is public relation? As the name infers,
it is to have a relationship with your audience.

(02:59):
It involves researching and evaluating what works for your audience.
Audiences can range from the public as the name.
Audiences can range from the public as the name infers, customers,
investors, employees, and media.
How will your message resonate with each of these different audiences?

(03:24):
Some of the public relations channels are press releases, media release,
social media, and personal interactions like events.
Depending on the organization and industry, there might be a media relations
professional dedicated for that specific task.
It helps manage your reputation, which is part of your goodwill on your balance

(03:46):
sheet, establishing a relationship with your audience.
It also helps establish trust with potential stakeholders like sponsors and investors.
Public relations can provide information on financial performance and strategic
direction, also called investors relations for bigger companies.
Some industries are not.

(04:08):
Have extensions called government relations in which it helps influence government
policies such as taxation and regulation.
Depending on your industry, the size of the company, and its interests,
public relations has a wide range of additional considerations,
which also includes communications, in which it's more an internal communication

(04:29):
with internal departments.
There's no one perfect structure in how to organize each one,
but it is really up to the industry and the actual company to make up their
own organizational chart on how they want to manage each type of department
or house everything under communications,
public relations, or marketing.

(04:51):
There's a lot of debate in which one is more important.
I will say that public relation is closer to branding than marketing,
which is closer to sales and supports branding, but public relations manages the image of branding.
And to our next part of the episode, which is publicity, does not involve having

(05:13):
a relationship with your audience.
It is more about being seen.
Creating awareness of you and your brand, but not necessarily providing an understanding
on who you are or what you stand for.
The easiest way to gain publicity is by doing social trends on social media or advertisement.
TikTok is great for publicity because of the dance trends.

(05:36):
Publicity is ads for magazines that you pay to be featured on versus having
you be featured organically on a magazine.
Organic features occur when a magazine discovers and showcase a business or
an individual without prior arrangements or payment.
I'm bringing this up because this is currently being overused as public relations

(06:00):
when it's not organic in nature and falls more in publicity and ads.
You're literally paying for ads to feature you as a story versus having the
story featured organically from the publisher.
Again, the difference between public relations and publicity.

(06:22):
Public relations focus on creating a relationship with your audience,
which helps manage future crisis because they have invested interest in you
through forging a relationship with them.
And because of that, it helps manage reputation, which is your goodwill on your balance sheet.

(06:43):
It is part of your assets in your company. It helps in crisis communication
situations in which you have to deal with perhaps a reporting agency.
Some are like the Better Business Bureau, which does not have any legal effect
on a business like other reporting agency does.

(07:03):
But by having a real plan, it will take you from publicity to real public relations.
Always treating people with consideration and simply talking to them in a human
way can solve more problems than you might think and save you more money in the long run.
Businesses are here to solve problems for people and people should not be the

(07:28):
enemy for your brand or your company in terms of journey.
Your customers should not be your enemy. me.
Several years ago, an airline CEO was trying to fix a sinking airline.
And what he did was pure and simple and the basics in which he humanized the people he was serving.