The distinction between public relations (PR) and marketing remains a common question among professionals in the field. David Martin, partner at Heed Public Relations and author of “PR for Startups and Growing Businesses,” addressed this topic, emphasizing that while definitions may vary across organizations, there are fundamental differences in focus.
Martin explains, “I strongly believe that marketing efforts are typically focused on your ‘what,’ while public relations efforts are centered on your organization’s ‘why.'”
He elaborates that the “what” refers to the product or service being sold, whereas the “why” delves into the deeper purpose of an organization—its values, mission, and reasons customers should remain loyal beyond a single transaction.
“In public relations, we often talk about the ‘halo effect’ — the idea that when people feel good about one part of your brand, that positive perception carries over to everything else you do. It’s closely tied to your why: When your purpose resonates, it creates a glow that shapes how people see your entire organization,” Martin says.
According to Martin, PR activities often aim to highlight characteristics tied to an organization’s core purpose. These can include community involvement or ethical business practices. In contrast, marketing deliverables such as digital ads are more focused on generating leads and driving sales.
He notes both functions work toward supporting organizational health and financial stability: “Both halves are working to the same end goal: a healthy organization with a strong bottom line. And as I like to say, if done well, your marketing efforts will help you get customers, while your PR deliverables will better enable you to keep them.”
Martin also advises startups not to delay thinking about their PR strategy. Even with limited resources early on, he suggests entrepreneurs consider their PR presence from day one and incorporate it into their overall plans.
“Because here’s the thing: Your what will get attention. But your why is what makes people believe, buy in, and stick around,” he concludes.
David Martin recently launched Feed the Narrative, a weeklong online training program designed for those who need rapid instruction in PR skills.
