I bumped into a tweet last week which mentioned the difference (or lack of) between PR and marketing. If you study the books and consult with the relevant trade bodies you will be very clear on the differences. But what of reality in this fast changing media environment?
Marketing is about selling stuff (er…simplified) encompassing sales and associated activities. PR on the other hand is more about communication with not only customer, but influencer and other stakeholders . It’s about engaging with and convincing those various publics.
My angle on this is measurement. As the media environment has moved online so the arguments become louder over what are the best metrics. There now appears to be a lot more ways to show change. We used to talk about media output as the measure of PR success. Now we are told real insight comes from understanding outcomes. One of the outcomes which is most often touted is impact on sales. This is where I think the problems arise. Where marketing and PR are increasingly stepping on each others toes.
Both disciplines are starting to use very similar metrics. Sure, the online environment rather points you towards using a fairly prescriptive selection however PR is just a little bit more than just sales.
To determine the present keyword competition, work it out from the Google Ad – Words Keyword Tool who’ll return results about
“Advertiser Competition” for each and every of your respective
proposed keyword. Another feature in the technique is the so-called Google Circles.
Now take one of these keywords and plug in for the search.
Thanks for your reply. I tried using Google Webmaster tools to get some idea of search terms. It came up with some goodies and quite a few random ones! From there I took some of the most relevant and added them to my ProRankTracker report which has been sending a daily resume of how they are getting on. I have a few keywords I am not appearing in at all (not top 100) so need to go back to drawing board on promoting them. All the best, Michael