Quick tips: social media for retailers

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With a crowded social media space, it is hard to stand out amongst the competition online, but it's essential to try your best. Posting content that is relatable, eye catching and relevant to your audience are just a few of the tips to practice when using social media for retail. Let's dive deeper.

Seven social media tips for retailers: 

1.     Be relevant. Be sure to stay true to your brand and your audience. If you're a fashion retailer, stick to content that will appeal to your customer who is looking for trends and stylish clothing rather than posting images of your lunch (a little off-topic content is OK, just make sure it fits into your overall strategy). Use the right hashtags, too.

2.     Show! Don’t just tell. Social media is all about the visuals, so have high quality photos and videos. While not all of your followers will see your content due to algorithms, those that do will see your images first, and then perhaps will read your caption. Always keep in mind the image you use in your post is catching the interest of your viewer first thing.

3.     Consistency is key. Readers will respond better when they are seeing quality posts from your business on a regular basis. If readers see your business posting every day, that consistency will help to build more of a personal relationship with them. That relationship builds trust, and trust builds sales.

4.     Pay attention to detail. Every post should be well thought out and intentional. Most of the time your followers will only spend a few seconds on your post, so make it count! 

5.     Make it personal. Whether it's on your website or in your store(s). you are selling to people, and on social media, you are selling to people as well, though not always through a direct transaction. Make sure your communications are personal and thoughtful, creating a two-way engagement, not just using your posts to sell. 

6.     Change up content. The great thing about social media is you can always experiment with your strategy. One way to do that is to switch up your content types. Try posting beautiful photos, but also videos, Boomerangs, Stories, coupons, contests, behind-the-scenes posts and more. This will keep readers engaged and interested. Just about ever retailer is on social these days. So change up your content to keep those customers coming back for more!

6.     Have fun. Remember, people don't just buy products, they buy the lifestyle that comes with it. Show how much fun they will have with your products - inspire them and have fun!

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Anna Huff

Contributing blogger
Anna is FACTEUR PR's Digital PR intern for Fall 2017.

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Digital content and story ideas for September

September content ideas

September is here, which means summer is almost over (sadly)! But who else thinks fall is the best season? The approaching season has no shortage of great events that can serve as an inspirational source for blogging, and September is no exception. These ideas are also applicable to your social media and media relations pitches. To get you started, here are just a few opportunities this month to align your brand or business with some already note-worthy happenings online.

September is...

  • Better Breakfast Month
  • Whole Grains Month
  • Yoga Month
  • Healthy Aging Month
  • Self Improvement Month
  • Classical Music Month

Daily opportunities include...

September 4: Labor Day
September 6: National Read a Book Day
September 18: National Cheeseburger Day
September 21: International Day of Peace
September 22: First Day of Fall
September 25: One Hit Wonder Day
September 26: National Pancake Day
September 27: Women's Health & Fitness Day
September 28: Drink Beer Day
September 29: National Coffee Day
 

Want more content ideas for the year? These are just a few of the ones we've identified! We have developed four editorial content calendars specifically for the food & drink, arts & hobbies, health & wellness, and lifestyle industries. You can find them under the Instant Resources tab here on the FACTEUR website (and showcased below). We've pulled together social media, blogging, and PR opportunities based on monthly and daily holidays, hashtags, and high profile events that are related to each of those industries. Also included is a list of story ideas to get you started with developing your editorial plan, as well as space to brainstorm your own ideas. We're offering each calendar for $9, and if you buy all four with our Blogger Bundle, you basically get one free! Plus, every time we update the calendars, we'll make sure you'll get the newest iteration (at no extra charge, of course). Happy creating!

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Introducing Apprised: Full service PR & marketing coaching

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We here at FACTEUR PR are excited to reveal our newest offering just for emerging brands and businesses who are interested in executing their own PR, social media, content marketing, digital creative, or integrated PR/marketing strategies but looking for professional guidance along the way.

Introducing APPRISED. 

Apprised joins our current menu of tailored support, which includes Instant, A la carte, Project, and Committed services. 

This new offering is for brands who are looking for a level of support that is full-service and long term (three months+) but prefer to keep their execution in-house. With Apprised, we help you research, document your strategy and guide you on execution, keeping you or your team creatively thinking and accountable every step of the way. This is a cost-savings compared to our committed services (where we execute all the work). Consider us your professional marketing/PR coach and project manager! Read on to learn more...

Who is this for?

Apprised services are for brands, businesses, or individuals who are interested in growing their business utilizing PR, social media marketing, content marketing, digital creative, or a little bit of everything, without hiring an agency to accomplish the work. In other words, you currently want to keep your outgoing communications in-house (for budget reasons or otherwise) but seek outside counsel to coach you, and keep you on task and on the right track to meeting your goals.

Is this a workshop?

No. Apprised is different than a marketing/PR workshop. While there will be hands-on learning like a workshop, you'll be working one-on-one with a professional who will guide you every step of the way. All of your learning will be put into action, and we'll be there with you at your side.

What is the process?

Whether you're looking to work out from a product launch, getting ready to start your business, introduce a new service, or want to plan (and follow-through on that plan!) for the new year, we can help! Our process begins with getting to know you, your brand, and your audience, and help with: determining your goals; documenting a plan; developing assets and content; training; putting the plan into action; and evaluation. 

Packages are customizable. Interested in learning more? Please fill out the form below, and we will get back to you with additional information. 

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Behind-the-scenes of a PR internship: how to search for one you want, secure it, and succeed at it

how to get a PR internship

Julie Hong has been an intern with FACTEUR PR since May 2017. She is beginning her fourth year at University of Georgia, where she studies Public Relations and New Media and has experience in community relations, media relations, social media, event planning, and more. During the school year, she is part of the Publicity Committee at her school’s PRSSA chapter and the occasional staff writer for seasonal publications. A California girl who moved to Atlanta at age 16, she loves to say ‘y’all’ but still gets confused when she hears ‘fixin ‘to’. She is personal, positive, and a people-person who feels strongest when she is a part of a team, and she has been a joy and privilege to have her on our team! (So much so, in fact, she is staying onboard through the fall!)

Now that it's back to school season (and a time where many high school and college students will begin their fall internships), Julie is sharing her experience and advice for searching for and securing a public relations internship, as well as what it takes to make the most of it and succeed.

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julie hong

On finding the right internship...

My internship search wasn’t very intensive, actually! Usually, I would get bored of whatever I was doing, and figure I might as well be productive instead. I’m very fortunate to attend a university that has a ton of resources to help with job/internship hunting!

I found out about FACTEUR’s internship almost by luck. In the beginning of the school year, I made a commitment to learn more about the PR world. This included following sites like PR Daily, PR Girl Manifesto, and PR Couture. It was through PR Couture’s “PR Girls We Love” series that I found out about FACTEUR PR. I loved FACTEUR’s overall aesthetic, and that was all it took for me to follow their Instagram. Not long after, they posted a call for digital interns!

In short, I made an effort to keep up with the PR news cycle. Getting “plugged in” to the PR world helped me get used to the culture and the conversations of the industry, and in this case, led me to an awesome internship!

On applying and preparing for the interview...

FACTEUR’s application was a lot different from the ones I was used to in a good way! Does anyone remember those fun surveys you would fill out and post on Myspace, or mass e-mail to your friends? It felt like that, and I had a lot of fun answering them. I didn’t prepare a ton for the application, if at all. I answered the questions as if I was talking to a friend, which was a risky move that I was willing to take. I wasn’t sure if it would work out well, but I’m so glad it did!

Of course, what really makes the difference is the interview. Getting your foot in the door is difficult, but the interview is what seals the deal. I prepared a lot for the interview. I researched maybe more than I even needed to. Here’s a short list of the things I researched:

  • Values. I wanted to intern for an agency I cared for. I wanted to be proud of not only my work, but my employer. I wanted to know what set FACTEUR apart from other agencies, and I also wanted to know what I liked specifically about FACTEUR. For example, I loved that FACTEUR had creative clients. It spoke to their values and complemented my own, and I made sure to mention it in the interview!
  • Branding. I familiarized myself with FACTEUR’s overall voice and message. Were they more casual, or formal? What aesthetic did they go for? How did they frame their posts and who were they reaching out for? What hashtags were they using? How could I contribute, and how can I improve their social media presence? Which leads me to...
  • Opportunities. At the time I interviewed, FACTEUR didn’t yet have an official list online of clients like some larger agencies do, so this took more time than I anticipated! Once I found a few clients that I could focus on, I researched hard. My goal was to prove throughout the interview that I knew about their previous work, could effectively find opportunities for their clients, and that I was already thinking like a FACTEUR intern. Plus, this kind of research showed I cared enough! For my interview with FACTEUR, I zeroed in on Chill Pop Shop and brainstormed potential PR opportunities in the future.

I also prepared a list of questions to ask, including:

  1. How and what feedback will be given?
  2. What is the main communication methods of the internship?
  3. Which clients/projects would I be assisting with
  4. How do you measure success for clients?

The most important part of the interview prep, personally, was the list I made of my own strengths. I listed every software I was familiar with that could benefit the agency, every personal quality that I could bring to the table, and short anecdotes of times I measured up to the challenges against me. I didn’t mention everything on this list during the interview, but writing it down boosted my confidence! It’s important to know your own worth to communicate it to someone else.

Julie's handwritten notes from her facetime interview.  (Photo: Julie hong)

Julie's handwritten notes from her facetime interview.  (Photo: Julie hong)

What were your biggest challenges of the internship?

The real challenge of this internship was learning to manage myself. Interning remotely is just another way of saying working from home, and it’s really easy to begin internship work on the couch and somehow end up on Netflix, binging the new season of Unbreakable Kimmy Schmidt. There were some days when all I did was look at the list of things I had to do. There were also some long workdays when I realized how much I had put off, and dedicated myself to finishing all of it in a single day.

I had to get in the habit of being my own manager. For example, I committed to leaving my apartment every morning to work. It’s all too easy to convince myself that I can do just as much work from my bedroom, but it’s never as easy as I want it to be. Now, I always get out of my pajamas and get out of my comfort zone if I want to be productive!

Also, coffee helps. So does a really good (and eclectic) playlist that includes Frank Sinatra, Sylvan Esso, and The Japanese House.

The most surprising thing about this internship...

I was most surprised by how long a single pitch could take me. It wasn’t just the writing itself; of course the actual writing took awhile, but that didn’t surprise me. I like to get things right when I write, and I expected to take my time.

But the research! That, I was not prepared for. Maybe this is just me being a newbie, or maybe this is me over-preparing, but gathering research for a single outlet took me hours. I wanted to be familiar with the outlet’s content, editor, voice, style, audience, growth, etc. I expected a lot from myself, and so I put in that much extra work.

Now that I’ve done it enough, I hope it won’t take me so long to familiarize myself with an outlet… but only time will tell!

How did this internship help you grow, and what will you take into the future?

This internship has given me so much that I don’t know where to begin. I learned so much! I came into this internship with very little PR experience. I’ve taken a bunch of PR classes, and I’ve done a little bit of media outreach here and there, but nothing as concrete as what I’ve done at FACTEUR.

FACTEUR gave me the chance to prove, mostly to myself, that I could practice what I had learned. As valuable as technical skills are, it’s the confidence I’ve gained that I’m most thankful for. It’s the knowledge I now have, of my strengths and weaknesses, my interests and disinterests. Internships guarantee at least some growth in skills and experience, but you don’t always get personal growth from an internship, too. I’m glad, and very lucky, that FACTEUR’s given me both.

when working remotely, julie says that dedicating time at a location other than home helped her focus on her assignments oh, and coffee!. (Photo: Julie hong)

when working remotely, julie says that dedicating time at a location other than home helped her focus on her assignments oh, and coffee!. (Photo: Julie hong)

Favorite part of interning at FACTEUR?

My favorite part… that’s really hard!

I love that every job feels like a new challenge. I love that there is so much more opportunity for me to get my feet wet and tackle as much as I can. I love the little tips that Reena gives me each week: the best days/times to pitch an editor, phrases to include in e-mails, even programs that made sending messages easier! I love feeling like an actual PR practitioner, with real experience under her belt. The things I learned in class aren’t just theories anymore; they’re skills, and I think that’s what the best internships do for students. They turn lessons into real practices, they bring life to concepts you only know in your head.

What were your "keys to success?"

I came into this internship with a few technical skills that may have helped me land the internship, but what helped me succeed at the internship were the “soft skills:” things that you don’t learn in class, the personal touch to everything you do. Anyone can complete a to-do list. Anyone can do what they’re told. What differentiates the good from the great is their attitude.

My keys to success, I think, were my positivity, enthusiasm, and drive. I came to the table with a smile on my face, eager to learn, and ready to go the extra mile. I wanted to do things well, so I did my best with everything I was given! You don’t learn that in class. You can’t take a Lynda course to teach yourself that kind of mindset. You have to work very hard in other ways (most often introspective and personal) to accomplish that. For me, what helped was meditation, long walks, and a lot of laughter!

Do you have any advice for someone interested in public relations? For students?

I have tons, but I tried to keep this short. (I failed.)

For those interested in public relations:

  • Get in the habit of thinking critically as you consume the media. Why do you think companies targeted specific influencers for sponsored content? What kind of message is the organization trying to send through their Tweets? How do they engage with their followers? Start thinking like a PR professional early, and it will get easier as you go along.

  • Whatever you’re interested in, pursue it. Keep up with the news in whatever fields you love, whether it be fashion, sports, or books. Find blogs and articles and even podcasts. Participate in the conversation whenever you can, but at least familiarize yourself with the vocabulary!

  • Start thinking about your network. Is there a PRSA/PRSSA in your area? Is there an agency around you that you can connect with? Do you know any PR professionals who might become mentors? Very few of the connections I’ve made are accidental; most of them, I actively sought out, because I knew I would learn so much from them!

For students in general:

  • Spend a lot of time learning yourself. What are you passionate about, and why? What kind of worker are you? What values do you have, in the workplace and in life? It’s a long, neverending process, but the more time you spend getting to know yourself, the easier it will get! A year ago, I had a feel for these things, but could never put it into words. Now, I can tell you specifically that I work best in collaborative environments and I cannot stand being micromanaged. It took me a handful of part-time jobs and two internships to understand that concretely!

  • Ask for more. Challenge yourself, push yourself. Bite off a little more than you can chew. Personally, I do my best to live up to people’s expectations, so it helps me to have those expectations high from the very beginning. Besides, there’s no way to grow if you remain stagnant! Remember that it’s not some innate, don’t-have-it-unless-you’re-born-with-it quality that makes you successful; it’s hard work and drive. Don’t back down from it! You are capable of accomplishing everything given to you. Own it.

  • Of course, know your limits and don’t stretch yourself so far that you snap. Learn to ask for help when you need it. It doesn’t make you a failure, and it doesn’t make you a wimp. It doesn’t mean your work ethic is lacking. It takes a great deal of bravery to admit when you need help, and the best kinds of people will understand.

  • Last but not least, I strongly advise against saving happiness for later. You won’t be happier when you’re out of school, or when you’re finally in classes you like, or when you have this job and that car. You will always be saving happiness for later, so break the habit and be happy now! Be satisfied with what you have, and be excited for what comes next.

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Julie Hong

Contributing blogger
Julie is FACTEUR PR's Digital PR intern for Summer/Fall 2017.

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Julie Hong

Julie Hong is FACTEUR PR's Summer Digital PR Intern. She is currently finishing her third year at University of Georgia, where she studies Public Relations and New Media and has experience in community relations, media relations, social media, event planning, and more. During the school year, she is part of the Publicity Committee at her school’s PRSSA chapter and the occasional staff writer for seasonal publications. A California girl who moved to Atlanta at age 16, she loves to say ‘y’all’ but still gets confused when she hears ‘fixin ‘to’. 

Enter to win our birthday giveaway!

August 5th marks one full year of FACTEUR PR! It's hard to believe it's only been a year since we first launched as a lot has happened since then: we've worked with a dozen new clients in Cleveland and beyond, spanning the food/drink, health/wellness, fashion/retail, events, and design industries, helping them gain press coverage, create content, and develop their social media strategies; our team expanded with the addition of two new interns hired this summer and fall; we shared our expertise of marketing and PR at two events, including FearlessCon; and we've been featured in PR Couture, Cleveland.com, She in the CLE, and more. Most importantly, we've connected and reconnected with some incredibly creative and inspiring folks along the way, both online and off.

As a small show of our gratitude, we're hosting a little giveaway here on our blog, as we fully believe the best birthdays are the ones that you share with others. 

Through August 7 at 11:59 p.m. EST, enter to win our blogger bundle content calendar, 121 pages of ideas for your social media channels and PR efforts; a one-hour virtual marketing/PR consultation; and a super cute notebook set from Rifle Paper Co. to jot down your ideas and plans for 2017-2018.

 

To enter to win, simply fill out and submit the form below. The winner will be selected at random, notified via email, and announced on our Instagram channel on Tuesday, August 8. Open to all U.S. and Canadian residents. 

Enter to win the birthday giveaway: contest is closed.

By submitting your email address, you agree for FACTEUR PR to communicate with you about this contest. In addition, you may be subscribed to our monthly e-mail newsletter. You may opt out at any time. We promise to never spam your inbox or sell your personal information to anyone.

FACTEUR PR welcomes Anna Huff to its team

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We are so excited to welcome our fall intern, Anna Huff, to the FACTEUR PR team! Anna joins us just after returning from a semester in Europe. She is entering her senior year this fall to finish Kent State University's fashion merchandising program. She is a fun and loving gal with a passion for adventure and for her friends and family. With a semester at KSU's Florence, Italy campus and excursions to surrounding countries, Anna offers a fresh perspective and an eye for what's trending; her additional studies in fashion media and marketing combined with an adventurous approach with her camera make her excited for what is to come for her future!

Anna will join Julie Hong through December - please join us in welcoming her to the team! Leave a comment below, and feel free to send her an email. Plus, stay tuned for some blogs and other great content from Anna and Julie throughout the coming months here on the FACTEUR blog! 

Currently: Favorites with Julie Hong

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Welcome to Currentlya new series from FACTEUR PR where we share the latest favorites of our staff and clients here on our blog! Julie Hong, our digital PR intern extraordinaire, kicks off this series this week! Read on...

Name: Julie Hong
Job: Digital PR Intern
Location: Athens, Georgia
College you go to/went to (and major): University of Georgia, studying Public Relations and New Media!

Currently, my favorite...

Book I recently read or reading: Hunger by Roxane Gay is a recent read that I really, really loved. Currently, I’m reading (and enjoying) Every Time I Find the Meaning of Life They Change It by Daniel Martin Klein. I’ve been getting knee-deep into nonfiction lately after a long love affair with fiction, and it’s wonderful!

Part of my job: The challenge of never doing the same thing twice! There’s always something I can learn, or something I can be better at. Even if the task seems similar (like pitching), I’m researching and personalizing and exercising my creativity. It’s engaging, and sometimes it’s difficult, but it’s always rewarding.

Album or song: I haven’t been able to stop listening to the album Ctrl by SZA, or the song Just Dancing by Sylvan Esso!

Magazine I read: Local Wolves. Their content is thoughtful, vulnerable, and authentic. Plus, I’ve discovered quite a few artists through their playlists.

Blog I read: This question is probably the hardest of this bunch, because I don’t follow blogs anymore! I used to be an obsessive Bloglovin user, but the websites I browse now are article-based, with a variety of featured writers and editors. The only blog I follow now (which I’ve followed since 2011) is Neon Blush, a personal style blog.

Place I visited: As much as I loved visiting New York City this summer, there is a special place in my heart for Cannes, France, where I studied abroad to attend the Cannes Lion Festival of Creativity!

"There is a special place in my heart for Cannes, France, where I studied abroad to attend the Cannes Lion Festival of Creativity."

"There is a special place in my heart for Cannes, France, where I studied abroad to attend the Cannes Lion Festival of Creativity."

Clothing/accessories/shoes I bought: This summer has become my season of thrifting. Recently, I went into a vintage store for a pay-what-you-can sale. Yep, it’s exactly what it sounds like, and all the profit went to help someone in the community! I bought a pair of black denim shorts for half-off, and laughed about how shameless kids can be with the owner. I strongly encourage getting connected to local businesses, wherever you go!

Event I attended: I recently attended Roxane Gay’s Hunger book tour, and laughed my butt off at how insightful, witty, and honest Roxane Gay was in person. I actually got to get the book signed by her, which was really exciting! 

Instagram account: My own, obviously… Hehe. Just kidding! One of my recent favorites is masa_tattooer, who has very whimsical, romantic, and dreamy designs!

Food I ate/restaurant I tried: Soft-boiled eggs! I don’t know what it is about them, but I recently fell in love with eggs. I can have three for dinner and feel happy and full — but only if I can dip them in soy sauce. No soy sauce, no eggs!

Drink: I feel like my answer should be an alcoholic drink, since I am 21… but secretly, I’m still seven years old, and my favorite drink has been lemonade for years now.

TV show or movie I watched: I’ve watched Wonder Woman in theaters three times so far… so that probably takes the cake. 

Thing overall I'm obsessed with: Bullet journaling! It was my New Year’s resolution for 2017, and I’ve miraculously kept going with it. I never thought I would become a person who could actually organize their life, but bullet journaling has changed the game for me.

Digital content and story ideas for September

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Summer is coming to a close, and the smell of fall is in the air! September is one of our favorite months, and it has no shortage of great events that can serve as an inspirational source for blogging. These ideas are also applicable to your social media and media relations pitches. To get you started, here are just a few opportunities this month to align your brand or business with some already note-worthy happenings online.

September is...

  • Self Improvement Month
  • National Sewing Month
  • Better Breakfast Month
  • Healthy Aging Month
  • Classical Music Month 
  • National Skin Care Awareness Month

Daily opportunities include...

September 4: Labor Day
September 6: National Read a Book Day
September 7: Beer Lover's Day
September 15: LGBT Awareness Day
September 18: National Cheeseburger Day
September 19: National Aging Awareness Day
September 22: First Day of Fall
September 26: National Pancake Day
September 25: National One-Hit Wonder Day
September 27: National Women's Health & Fitness Day
September 29: National Coffee Day

Want more content ideas for the year? These are just a few of the ones we've identified! We have developed four editorial content calendars specifically for the food & drink, arts & hobbies, health & wellness, and lifestyle industries. You can find them under the Instant Resources tab here on the FACTEUR website (and showcased below). We've pulled together social media, blogging, and PR opportunities based on monthly and daily holidays, hashtags, and high profile events that are related to each of those industries. Also included is a list of story ideas to get you started with developing your editorial plan, as well as space to brainstorm your own ideas. We're offering each calendar for $10, and if you buy all four with our Blogger Bundle, you basically get one free! Plus, every time we update the calendars, we'll make sure you'll get the newest iteration (at no extra charge, of course). Happy creating!

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Talking through your social media strategy (or lack of one)

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Here at FACTEUR, we absolutely love to share the knowledge we have in PR and marketing to help you with your brand or business, which is really the purpose of our blog, e-mail newsletters, and social media posts. Nevertheless, you may oftentimes have questions that are specific to your individual company or campaign, and need to pick a professional's brain, get an unbiased audit of your marketing now, or need help planning for something in the future. We can totally help with that!

So, in celebration of Social Media Day on June 30, 2017, we are offering a limited number of social media consulting hours at a special rate! 

Here's how it works:

From now through June 30, 2017, purchase up to 10 consulting hours at a discounted rate of $50/hour, yours to use through December 31, 2017. Following your purchase, you will be contacted directly to set up call time(s).

Consulting hours give you and your team one-on-one access to FACTEUR director and social media specialist, Reena Goodwin, for 60 minutes via phone, Skype, or Zoom.

Sample of discussion topics:

  • How to set up Facebook, Twitter, Instagram, Pinterest, YouTube, Snapchat channel
  • Social media training and channel overviews
  • Audit of your social media channels
  • Recommendations for social media strategy specific to your business 
  • How to harness the power of hashtags
  • Best practices for building audiences and engagement
  • Analyze your business social media insights
  • Advertise on social media
  • Brainstorm content ideas 
  • Content planning
  • Discuss an upcoming campaign 
  • Social media influencer marketing
  • Topic of your choice

Curious to know if we can cover your topic? Send us an email at hello@facteurpr.com

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Advertising, marketing & public relations: teamwork makes the dream work

Whenever my roommate talks about her marketing classes, I feel a weird blend of familiarity and bewilderment; it’s like I can only catch every other word she’s saying. I recognize the language, but I’m not quite fluent. 

I once told her, “I don’t know how to think like a marketer.” I study public relations, not marketing! The two are closely connected, but not quite the same. 

So what is the difference between marketing and public relations? How does advertising fit in? I wanted to know, so I began asking at school and researching online. 

Here's what I uncovered!

Advertising

Advertisements want you to notice them. At the focus of every advertisement is a product or service. “Here I am,” it says, “Buy me!” 

With the rise of AdBlocker and a growing distrust of self-promotion, advertising often gets a bad rep. Information is readily (and literally) at our fingertips; most of us need more than a few seconds of a banner ad to be won over. The best advertisements are about more than the product alone; they also communicate value. Take, for example, this NIVEA DOLL video advertisement. It promotes sales, absolutely, but it also raises awareness for sun protection!

Think of advertising like a math equation: it takes the right product, expressed in the right way at the right time, delivered to the right audience, to produce a direct result.

Above: the relationship between advertising, marketing, and PR.  FACTEUR PR Instagram

Above: the relationship between advertising, marketing, and PR.  FACTEUR PR Instagram

Target: Potential customers
Message: “I am fantastic, and this is why you should buy me!”
Great for: Creating buzz about a product/service, driving sales, targeting specific audiences


Marketing

Marketing might seem similar to advertising, but think of marketing as a cake. You don’t usually eat a cake whole; you cut it up into slices. Advertising is just one slice of the marketing cake!

If we’re talking about strictly business (and not a cake), then marketing is the strategic implementation of tactics that brings together the buyer and the seller. It is a map that leads to the target audience — and marketing is all about the target audience. “Who am I targeting?” it asks, “And how can I appeal to them? Why should they choose me over the competition?” 

Marketing is me sending you a love letter of how you mean more to me than anyone else. It’s me writing a sonnet about how you are perfect for me, and I am perfect for you. 

Target: Current/potential customers
Message: “This is how I add value to your life, so you should buy me!”
Great for: Creating brand recognition, persuading target audiences, driving target audiences to action and purchase


Public Relations

Advertising and marketing both aim to sell, whether it be the product or the brand. Public relations, however, aims to build a relationship (hence ‘relations’). “This is who I am,” it says, “And this is how we can connect!”

A big part of public relations is media coverage.  Advertising and marketing “speak” directly to their audiences — but public relations enhances a brand through the media and word-of-mouth. You might read an article about a product launch, or you might watch a review on YouTube of a product, likely facilitated by PR people.

The end of the tunnel for public relations is not necessarily a sale or a purchase. Public relations is about creating and fostering relationships, about building credibility and trust, and about sharing a story. While sales aren't the first priority of PR, they can (and often happen) as a result!

Target: All stakeholders, including customers, influencers/editors, internal audiences, and shareholders
Message: “This is who they say I am and why I am worth talking about, so we should be friends!”
Great for: Building connections with media outlets and audiences, creating a positive image

Advertising, marketing, and PR. See how different they all are, despite how similar they seem? Each field has its own perspective and way of planning and executing! Each one on its own can produce great results, but together is when they really work best. Teamwork makes the dream work!

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Contributing blogger
Julie is FACTEUR PR's Digital PR intern for Summer 2017.


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Julie Hong

Julie Hong is FACTEUR PR's Summer Digital PR Intern. She is currently finishing her third year at University of Georgia, where she studies Public Relations and New Media and has experience in community relations, media relations, social media, event planning, and more. During the school year, she is part of the Publicity Committee at her school’s PRSSA chapter and the occasional staff writer for seasonal publications. A California girl who moved to Atlanta at age 16, she loves to say ‘y’all’ but still gets confused when she hears ‘fixin ‘to’.