One very penitent question i get to hear a lot, especially at trainings or conferences is the need for people to want to know the distinctive difference between Public Relations And Brand Strategy. Well am gonna break it down as much as i can...
In public relations, a company looks to promote itself in a positive light, not merely its products or services. For example, one act of public relations can be to have company employees volunteer their time to help tutor children in the area. Although having the employees volunteer promotes a positive image in the community, it does not necessarily promote the company's product or service. Additionally, a public relations department handles the media exposure involved with running a company as well.
If the company is involved in a dispute, a nasty legal battle or a disaster, it is the public relations department that handles interviews with the press and does its best to improve the company's image as a whole. Public relations campaigns often incorporate both long-term and short-term strategies. For long-term strategies, they are proactive and include a plan. For short-term strategies, when a reaction to an unforeseen situation is immediately needed, they are reactive.
Brand strategy on its own, is a long-term, focused effort to sell a product or service offered by the company. The marketing employees involved in this process will look to define their average customer and find what appeals to that target group and what marketing campaigns will be created to reach every member of that target demographic.
Oftentimes the target target groups are very specific, eg housewives between the ages of 25 and 35 who live active lives. In order to tap into that market, the brand strategy of that company will focus on images and marketing campaigns that reflect that lifestyle.
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