Public Relations vs. Marketing

One of the most important elements of understanding how to use public relations (PR) and marketing to share your book with readers is knowing the difference between the two. Though they may seem similar, there are some key differences that can change the way you leverage each to connect with your audience of future readers.

PR is what experts call earned media. These are free opportunities to promote your work at no cost to you, though it does require some legwork and research. PR consists of actively pitching announcements, story ideas, or news tips to reporters, podcasters, or anyone else with a public platform who can share your message. Examples of earned media include:

• Radio, TV, print, or podcast interviews

• Featured guest blogs

• Mentions of you or your book(s) in media

• Social media tags

• Featured opinion pieces or articles written by you

Marketing is paid media opportunities in which you are creating campaigns, advertisements, or physical materials that you must pay for to get your book in front of your target audience. This could consist of paying for web advertisements, a social media campaign with boosted content, or paying for a table at a writing retreat or book fair with the hopes of making additional sales.

Knowing the difference between the two is critical to creating a solid marketing and PR plan for your upcoming project so you reach audiences far and wide.