What's the difference between PR and Marketing?

The difference between PR and marketing can be subtle, but it’s important to understand if you want your startup to grow effectively. Both aim to promote a company, but they do it in slightly different ways and for slightly different reasons.

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If you’re thinking about working with an agency, start with how to know you’re ready to work with a Startup PR Agency to see if external support is right for you.

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Summary:

Generally speaking, PR focuses on awareness, reputation and trust through earned media, while marketing drives sales through paid and owned channels. Startups grow best when both work together.

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How do the objectives of PR and marketing differ?

The first thing to consider is their objectives. While both aim to support a company, the way they go about it is different.

Marketing is very sales-driven. It aims to promote a product or service, generate leads, raise revenue, or prompt a specific action from a target audience.

PR, on the other hand, is about reputation: crafting a believable, trustworthy narrative for stakeholders like customers, investors, and regulators. Rather than pushing for immediate transactions, PR builds long-term trust and credibility.

In short, marketing is closely linked with sales, and PR is closely linked with reputation, which can influence sales in more complex ways.

This distinction matters in today’s media environment. According to the Ipsos Veracity Index 2024, only 27% of the British public trust journalists to “tell the truth”, even though that’s an improvement from previous years.

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How do PR and marketing tactics differ?

PR mostly uses earned tactics

To understand the difference in tactics, it helps to distinguish between earned and paid media:

• Paid media: content you pay for
  
  
• Earned media: coverage you earn via expert storytelling, media relations, and understanding how your business can work within the news cycle
  
  

Sometimes PR involves paid elements (sponsored articles, influencer partnerships), independent, third party commentary on your business is the main goal. If you’re new to PR, see how to handle media requests and how to prepare for interviews with journalists.

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Marketing uses a mix of paid, owned, and earned channels

Marketing is more flexible and can use:

• Paid: Google Ads, social ads, TV/print campaigns
  
  
• Owned: Newsletters, blogs, social media channels
  
  
• Earned: SEO, user reviews, organic media mentions
  
  

Paid marketing gives a company more control over messaging, while earned PR depends on journalists or influencers, so outcomes aren’t guaranteed.

Startups can complement marketing with PR by exploring the best free tools for PR for startups.

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Why earned media is so valuable

If paid marketing gives guaranteed exposure, why bother with earned media?

The answer is trust. People tend to trust independent sources more than adverts. A positive feature in a respected publication can be far more persuasive than a paid advert.

For example, a mention in a reputable publication like The Times can carry more weight than a full-page ad because it comes from a credible, independent source.

Startups should also understand who the traditional media are to use earned media effectively.

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PR vs Marketing: Key takeaways

• PR = earned media; marketing = paid/owned media
  
  
• PR builds reputation; marketing drives sales
  
  
• They often overlap but work best together
  
  
• Combined, they support long-term growth and credibility

Explore who should do PR and how to find the right PR agency for guidance.

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FAQ – PR vs Marketing for Startups

1. Should a startup invest more in PR or marketing?

Both are important. PR builds trust and credibility, while marketing drives revenue. Early-stage startups often start with PR to establish credibility.

2. Can PR directly increase sales?

Indirectly. PR strengthens reputation and trust, which can influence customer decisions and make marketing more effective.

3. What’s the difference between paid and earned media?

Paid media is content you pay for (ads, sponsored posts). Earned media is publicity you earn through credibility, like journalist coverage.

4. How should a startup balance PR and marketing?

It depends on your goals. Use marketing for immediate revenue and PR for long-term reputation. A balanced approach maximises both impact and credibility.

5. Where can I start with PR as a startup?

Check out PR strategy for startups and the best free PR tools for startups.

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