People are visual, so it makes sense that they act on what they can see. But that’s not so hot when you need to deal with, um, concepts.
So, people ‘get’ advertising, because they know what an advert is. I don’t know what the figures are for the average number of adverts people are exposed to throughout their lives, but it’s a shockingly huge amount. We see them on broadcast, print and social media, and whether or not we mentally screen them out, we’re aware of them.
But they don’t, on the whole, understand PR. This is because PR is about placing articles or selling in stories in the media on a client’s behalf. If you don’t ‘get’ that then this might help: before I started in PR, I genuinely believed all those pieces with HP’S CEO’s name against them had been written by HP’s CEO. Then, when I discovered the unalloyed joy of writing bylines, and found myself one day writing one for HP’s CEO, I suddenly realised what was going on.
Advertising is bells and whistles, while PR is a sleek, black plane. Or, advertising is ‘look at me’ while PR is ‘look at them’. Or, advertising is Edwina Currie while PR is Peter Mandelson.
Likewise sales and marketing. Again, people get sales because they buy and sell things. In the same way they can ‘see’ adverts, they ‘see’ sales. But they don’t, I’ve found, understand marketing because they can’t see them. Markets might be big, or small. They might not exist at all. But they’re the environment you need to operate in, to sell effectively.
Increasingly, I’m finding that social media is about marketing. It’s about a lot of other things too – not least research, awareness, engagement, all those great things – but what I tend to find myself thinking about now is the market. Who are the client’s competitors? What are they doing? How can we measure ourselves against them? What does success look like? Generally, it looks like something you’ve done that is better than your competitors, from selling more things to getting more attention.
Sales is little regions of activity, while marketing is the tectonic plates that underpin all of this. Leave it too long and you’ll find the plates have shifted. Or, sales is Mount Etna while marketing is Pangea (not, repeat not, Pandora).
So I’m working in a double-blind area. It’s PR (Mandy in a Nighthawk) and marketing (a theoretical ancient unified landmass with a funny name). Would I prefer to work with my eyes wide open, in ‘real’ things such as advertising and sales?
Well, that depends.
What are the hours?