- Q: What is the difference between marketing communications and community and media relations?
- A: Marketing communications is concerned with the general behavior of an organization or institution, and how the perceptions of the institution are promoted to various publics.
Traditionally, marketing communications focuses on the creation and execution of printed marketing collateral; however, academic and professional research have developed the discipline to use strategic elements of marketing and branding to ensure consistency of message delivery both inside and outside an institution or organization. The challenge presents itself 24/7, as the world never sleeps, and the avenues of communication today include print, radio, network and cable TV, e-communications and the Internet in its many developing forms. No doubt more are in our future.
Community and media relations, as a discipline, is proactive by nature: it is not just sending out press releases! It is an integral part of the marketing communications function, and draws upon human interaction and attention to focus on specific constituencies of the broader public.
- Q: Isn’t marketing really advertising?
- A: Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to satisfy customers. In our case this means students and prospective students.
Advertising is the business of drawing public attention to goods and services. It is paid communications conveyed by a mass medium.
- Q: Is public relations the same as media relations?
- A: Public relations is broader in nature, and may be defined as the business of generating goodwill – in our case -- toward Concordia University Chicago. This is not to be confused with publicity, which is just one of the methods used in communicating our image.
Media relations are those activities that involve working directly with the people responsible for the news, features and editorial content of public service and the paid mass media. Media relations is a component of public relations, and seeks to develop harmonious personalized relationships with reporters, producers and others who determine the messages carried by the mass media.
- Q: Where does community relations fit in?
- A: Community relations seeks to establish two-way communication with the public. A harmonious relationship with the community is a critical success factor for today’s institutions and organizations. Like media relations, it is a component of public relations.
