Why we should strip away labels and focus on outcomes

As PR, marketing and publicity overlap to the point of being indistinguishable, the solution lies not in definitions but in benchmarking results, the author asserts.

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The terms public relations, marketing and publicity are limiting and, these days, nebulous.

What if we removed the labels that define what we do and instead focused on the outcomes?

Does a customer need to build, strengthen or maintain key relationships? Do they need a strategy to compel actionable relationships that yield commercial value? Or do they need help communicating at scale to an audience with which they have an established relationship?

A MuckRack report suggests that media coverage, reach, social media and website “impact” are today’s primary PR metrics. One persistent PR challenge is demonstrating the value of media coverage in commercial terms.

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