Staff Writer 
AS we navigate the complex landscape of public relations, there are two twins in the business world that often cause friction: Marketing and advertising.
But what if I told you that these two ‘cousins’ are not just separate entities, but rather interconnected parts of a larger family that works together to build a brand that people love?
Let us explore this idea and demonstrate how understanding the relationships between marketing, advertising, and public relations can elevate your marketing strategy and drive results.
Meet the three cousins, advertising, marketing, and public relations. Advertising is the cousin who always wants to be the center of attention, grabbing headlines and making a big splash wherever they go. With catchy slogans and eye-catching poses, they’re the ones who make the family image stand out.
Marketing is the ‘cool’ cousin who knows everyone and has the latest scoop, the cousin that understands what people like and want, and they make sure everyone gets what they want at family gatherings. They throw epic parties, complete with the right food, music, and games, making family events memorable.
Public relations, on the other hand, is the unsung hero who keeps the family’s reputation intact. They craft compelling narratives that highlight the family’s accomplishments and build a positive image in the community.
But here’s the thing: despite their differences, these three cousins are connected by a common bloodline ― their shared goal of building a brand that people love. Advertising and marketing may be the flashy cousins, but public relations is the glue that holds the family together. They’re the storytellers who communicate the family’s successes, values, and mission to the world. And that’s where the real magic happens. By understanding each other’s strengths and weaknesses, these three cousins can work together seamlessly to create a cohesive message that resonates with their audience.
Now, confession time (I’m biased towards public relations). As a seasoned PR professional, I’ve seen first-hand the impact that effective storytelling, reputation management, and relationship-building can have. But what I believe is essential is recognising the unique roles and strengths of each cousin. Advertising, for instance, excels at grabbing attention and creating memorable impressions. Marketing understands what people want and delivers. Public relations, meanwhile, keeps the family’s image spotless and polished while showcasing its achievements and values.
So next time you’re working with your team or customer, remember that it is not just about advertising, marketing, or PR. It’s about understanding these three cousins, their quirks, and how they work together in harmony to achieve a common goal. By harnessing their collective power, you can create communication strategies that drive results, build a positive reputation, and connect with your audience on a deeper level. It’s time to put an end to the misconceptions and misunderstandings that often plague these three cousins. Instead utilise them all to build strong brands that people love, and celebrate the harmonious family affair that is marketing, advertising, and public relations.
l Mwenye is a senior public relations specialist at National Building Society. He can be contacted at kevin.mwenye@nbs.co.zw
