PT Barnum – on Knowing the Difference…
“If the circus is coming to town and you paint a sign saying “Circus Coming to the Fairground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions, and ultimately they spend a lot of money at the circus, that’s sales.”
The Difference Between Public Relations and Marketing…
Marketing, public relations, media relations, promotion, advertising and a host of other terms are often used interchangeably. They are all separate disciplines, but they interconnect. When we refer to marketing, we define this to mean direct or indirect commercial approaches to your organisation’s existing or potential clients, to inform them of what your organisation sells, and to persuade them to buy it. We define PR to mean direct or indirect interaction with various publics that actually or potentially affect your organisation’s ability to work and prosper as a business. This will include employees, local nationals, governments and many others. We take marketing and PR as the two umbrella disciplines that best serve your organisation’s interests, and use tools from each as required.
Organizations today need BOTH Public Relations and Marketing…
in order to be successful, effective and protected in the event of a crisis. This is where we can help by identifying useful PR tools, recommending their use, and presenting the results in an executable plan for approval by all stakeholders in addition to:
Identifying clear and justified targets
Create persuasive promotional messages
Produce effective marketing materials
Define campaign timelines
Design customer engagement opportunities
Ensure all activities can be measured and reported on
By helping develop and deliver these marketing and PR plans, EVOKE will not only help your organization improve its access to existing and emerging markets, make a name for itself and win new business, but will also establish the core identity that will guide and protect the corporation for many years to come. It will improve its human resources, and create the systems, skills and processes that will let the growing corporation continue to function like a ‘family’, have the ‘feel’ you desire, and act energetically. Planning and codifying internal communication procedures as soon as possible will help ensure an organization’s employees are informed, happy, able to meet the challenges of the outside world and ultimately more productive.
The role of EVOKE Public Relations Consultants…
is to act as both counselors and as mediators, helping to translate corporate aims and activities into effective communications. The suite of skills necessary for an effective PR team is wide: communication, psychology, social psychology, sociology, political science, economics and the principles of management and ethics.
Technical knowledge and skills are required for opinion research, public-issues analysis, media relations, advertising, publications, film and video productions, special events, speeches and presentations. In helping to define and implement policy, the EVOKE public relations team uses a variety of communication skills and plays an integrative role both within the organization and between the organization and the external publics. All of this needs to be proactive, consistent, systematic and managed.
Effective PR allows corporate goals, to be achieved by contributing to increased understanding amongst the company’s publics. Without consistent, thoughtful and well-executed public relations, organization’s not only hinder themselves but often create avoidable and irrevocable damage.
Warren Buffet – on Reputation…
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
Can be seen as a systematic effort to create and maintain the goodwill of an organization’s publics by using the media and other forms of communication. Typical PR campaigns might include the sponsorship of sporting events, support for the arts, or the establishment of charitable foundations.
The word “publics” refers to individuals and communities of people that have a direct or indirect association with an organisation, such as clients, employees, governments, and investors. Organizations today often work amongst a diverse set of publics made up of individuals, groups, and institutions from multiple cultures, ethnic groups, religions and political shades, as outlined below.
Identifying, understanding and engaging with your potential publics is essential to the success and protection of your organization. Do you know which of the sample publics below applies to you? We do…
Why not call us and find out how we can help you identify and more positively engage with your own publics.
Clients, Suppliers & Partners
Press & Media
…to ensure your organization’s image and reputation remain consistent, positive and intact – however, in the event of a crisis, we’ll be there every step of the way helping you put out the fires, mitigate damage and rebuild with optimism and confidence.