Public Relations: How Far Can Business Owners Go for Public Relations?

By Gretchen Clarke- Sep 26, 2022 125

In public relations, some instruments and techniques are important. Since founders and startups don’t usually have high advertising budgets, public relations opportunities are even more important. In this way, the positive impact of the company can be promoted to convince the customers in the end. To do this, it is important to know the definition, tools, and examples of PR. In addition, each founder should ask himself which limits apply and which PR strategies work particularly well. The following article presents the main issues of public relations and discusses the issues of public relations.


Definition of public relations

Public relation is an early part of image building. It is briefly used as a synonym for PR or PR. Public relations relates to the cultivation of strategic communication and relationships between a company and one or more target groups. These can be customers, business partners, but also employees, or media representatives. Communication channels are also varied and range from offline offers to social media, blogs, and other online channels. When public relations is successfully implemented, the target group builds trust in the company and ensures a positive image.


Definition of Marketing

Different people have defined marketing differently. Some call it the purchase of goods or services, some call it merchandising, others call it the sale of goods. In a real sense, buying, selling, and buying everything falls under the marketing department.


Marketing is a management process that deals with the sale and purchase of products and services. It includes all the activities that take the product from the concept to the customer. Product design, storage, packaging, transportation, delivery, advertising, branding, sales, pricing, etc. are part of marketing activities. In short, marketing is an organization that works to gain and retain customers.


Difference Between Public Relations and  Marketing

Public relations and advertising often appear in the same context, which is why many assume that these regions coexist. But the two terms are seen differently from each other. On the one hand, public relations is cheaper than advertising. And thus much more attractive for startups and emerging founders without a high budget. Also, public relations work through press work can have a more credible and long-term impact than advertising. Because public relations pursues the goal of creating a positive image and awareness, on the other hand, advertising is sales-oriented. Thus, the combination of the two fields is often successful. But just as important as public relations is to start a company, advertising should be.


The following points are noteworthy as far as the difference between Public Relations (PR) and Marketing is concerned:


      The process of maintaining a positive relationship and managing the flow of information between companies and society, in general, is called Public Relations (PR). Marketing is a range of activities that involve creating, communicating, and delivering valuable products and services to buyers.

      Involved in public relations organizations and brand promotion. However, in marketing, the company promotes the products and services offered to its customers.

      Marketing and public relations are both parts of the management function, where marketing is a line function that contributes directly to the bottom line of the company. Public relations, on the other hand, is the work of employees that indirectly helps the organization achieve its goals and objectives.

      Public relations is achieved through communication, i.e. through free media, through which the organization opposes propaganda and gets publicity through the approval of third parties, such as word of mouth, press conferences, press releases, speeches, etc., which are based on paid media. Radio, television, and print advertising.

      The general public as a whole is involved in public relations, while marketing activities target the target audience.

      The goal of marketing is to convert buyers into buyers, that is, to create sales. Rather, the goal of public relations is to build trust and maintain the company's reputation.

      Public relations is two-way communication. In contrast, marketing is a monologic activity, involving only one-way communication


Public relations tools

After all, in order to be able to use different tools for public relations, a company’s goals need to be established. An accurate analysis is effective for target groups and your own pricing. Then the communication method and channel selection begin. Approaches refer to different areas within the company that are suitable for public relations. This includes the following devices:


      Corporate communication to improve the public image

      Product PR to improve the image of a product

      Crisis communication to maintain the image of the crisis


On the other hand, there are various means of communication through which public relations can be actively pursued. These include the following channels as instruments:


      Press and media work, for example on TV or radio stations

      Online PR, online portals included, but social media

      Direct mailing, for example, press releases

      Internal communication about staff

      Ceremonies and fairs

      Print media



Each of these public tools consists of its own huge area, for which good preparation is most important. Because the possibilities of mass communication devices have been simplified through digitization. But still, every PR strategy should always follow a specific goal and adhere to defined principles.


Examples of public relations

There is no such thing as a perfect PR strategy because it and the public relations tools depend on the company's values and personal goals. But for startups and founders, affordable public relations channels deserve to be covered first. Inexpensive channels for public relations include, for example, social media profiles. Because suitable videos or photos can be published quickly and cheaply via Instagram and Facebook.


Press releases do not cost as much as public relations tools, as they are sent via email to news portals or partners. Also, liaising with editors, clubs, and associations can help improve your own brand and image. Even sponsorship for the founders is relatively cheap if the regional youth team is given a new jersey instead of FC Bayern Munich.


Practical Answer from the common PR question

Most of us have questions about PR over the practical work in our field. You can achieve more solutions if you can ask questions about your thoughts. Here we have answered some questions on PR issues that are commonly done through us.


What Are The Main Focuses Of Public Relations Work?

For business, it was always very useful to connect with specific editors. Because if you have a good relationship with an editor, he will be happy to write about you a second time. Remember, this is a win-win situation. So something should be given to both parties without changing. When it comes to public relations channels, you must distinguish between specialist magazines and boulevards. Even the cover letter is completely different and always has to be adapted individually.


How Far Should Founders Go On Social Media To-Do PR?

It’s important to decide for yourself what you want to publish on social media and what you don’t. Basically, a founder wants to sell a certain product. For me, completely personal things are included in a personal, separate profile. Not only this, with the help of fire you can do ding. Rather, it also confuses the interests of the potential buyer. A good example here is when people only show pictures of kids and animals when they actually wanted to sell a product. Please don't confuse it and always watch it from afar!