Marketing & Press/Public relations

What is the role of a Marketer and PR Specialist?

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Marketing

Marketing is the examination and evaluation of customers wants and needs (including things they may not know they need) and working to provide that for the customer with the end goal of making sales. It is important for brands to market as it enables them to gain awareness.

Public Relations

Public Relations or PR is the way in which individuals, companies and organisations communicate with the public and the media, in order to gain awareness for a client.

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A fashion marketing manager is someone employed to focus on publicising and increasing awareness of a particular brand, such i.e. designer labels or department stores. PR specialists communicate with the public in the assistance of individuals, companies, organisations or governments. They can also be called communications or media specialists. A PR specialist spreads their client's message to the public usually is the media as a channel.


The two two roles are equally different as they are similar and it can sometimes be hard to figure out which job entails which roles. In the venn diagram below I have displayed some of the responsibilities that come with being a Marketer & PR Specialist and some of the ones that may overlap both roles:

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PUBLIC RELATIONS

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IN-HOUSE

In-house departments work exclusively for one company or organisation, which may be public, commercial or not-for-profit. An in-house PR specialist will need to gain specialist knowledge of the particular area in which they are working and will design and operate a specific PR programme to meet the organisation's requirements.

AGENCY

PR consultancies give an independent service to several client organisations, usually working within very different market sectors. Consultancies can vary in size, going from large international firms with offices all over the world to small locally based firms that may focus on a specific area such as fashion, music, healthcare or finance. Bigger consultancies are inclined to have a wider client base, ranging from law firms to builders' merchants.

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MARKETER

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PR SPECIALISTS

A PR specialist needs certain skills those of which can be acquired through additional education and training. Straight away excellent written and verbal communication is key as you will constantly be networking and writing things such as press releases. But a PR specialist is also required to know to work under pressure and be able to answer a variety of questions which could mean some unpleasant ones too. For example, if the client is under a public “attack”, a PR specialist needs to establish control over the situation and aim protect the client’s positive reputation.

Some Hard Skills might include:

Drive, competence, flexibility and a willingness to learn - things constantly evolve within the PR industry so you need to be able to adapt and evolve with them,

creativity, imagination and initiative

Good teamwork, analytical and problem-solving skills - there will be times where things do not go as planned and you need to be able to work in a team and come up with logical solutions for any problems.


Some Soft Skills might include:

Business awareness and a good knowledge of current affairs because keeping up to date with what is going ons necessary to keep the client relevant and in line with what's working at the time.

Excellent organisational and time management skills with the ability to multitask, as junior roles mean you will have multiple jobs at once to accompany a hectic schedule.

Ability to cope with pressure as PR comes with stressful situations.

MARKETER

Hard Skills might include:

IT skills are needed as digital marketing becomes more important as a means of communicating with and building relationships with customers, those with IT and web skills are becoming more and more sought after by employers.

Ability to organise and plan. Developing mixed campaigns or producing extensive marketing strategies require good time management skills and the ability to prioritise workload efficiently.

Soft Skills might include:

Creativity and analytical skills are vital because marketing means that you will most likely be involved with advertising campaigns and that means you will have to demonstrate creative flair, similarly to those who work in the market research need to demonstrate strong analytical capabilities.

Good communication and interpersonal skills are key for marketers. If a candidate is un able to communicate information or messages clearly with their colleagues it would be unlikely for them to be able to form effective communications with customers or clients.

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PR SPECIALISTS

Public relations is a growing industry that offers good career development opportunities. That being said, there is strong competition for jobs at all levels within the industry.

PR departments and consultancies do not always follow traditional patterns of career progression, but for those employees who show outstanding capability, promotion can happen very fast. New graduates can expect to work as a PR assistant or junior account executive for maybe one or two years before earning promotion to PR officer or account executive. Further progression in the industry to management-level posts is likely to take two to three more years and depends a lot on personal aptitude, performance and motivation. The ability to move between employers or geographical areas may be necessary in order to expand your experience or move into a more specialist role.

MARKETER

After the completion of three to ten years, marketers can expect a managerial promotion. After 15 years it is possible to expand into a marketing director role. Career progression is firmly connected to gaining relevant experience and key skills that can be transferred, a way of achieving this is by moving between in-house departments or by working in a marketing agency or as a consultant for various clients. Moving companies or sectors can help gain a rapid career development. There is the option of going into freelance marketing consultancy. You could also go on to specialise in different areas of marketing such as:

Event Marketing

Online Marketing

Public Relations

Marketing Communications

Direct Marketing

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