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PR and marketing may work together, but they are not the same thing.
In this episode of Imperfect Marketing, Kendra Corman talks with PR expert Lauren Cockerell about what public relations actually does for a business, how it differs from marketing, and why getting media attention takes much more than sending out a press release. Lauren describes PR as a function of reputation, while marketing is more directly connected to sales and measurable ROI.
They also dig into one of the most important questions in PR: Who cares? Lauren explains how businesses can determine whether a story is truly newsworthy, find the angle behind the announcement, and connect what matters to the company with what matters to the audience.
You’ll also hear practical advice for building a realistic PR strategy, choosing the right channels, staying consistent, and recognizing when it may be time to bring in professional support.
Highlights
• The difference between PR and marketing, and why businesses need both
• Why reputation is at the heart of effective public relations
• How to use the “Who cares?” test to evaluate whether a story is newsworthy
• Why a company anniversary, sale, or announcement may need a stronger story behind it
• How podcasts, contributed articles, and thought leadership can help you start building visibility
• Why consistency matters more than trying to show up everywhere
About Our Guest
Lauren Cockerell has spent more than two decades in public relations, beginning her career as an intern at a PR firm and eventually rising to vice president. After several years working in-house, she launched her own firm, where she helps businesses uncover the stories that make them distinctive and communicate those stories in a clear, compelling way.
Connect with Lauren:
Website: kwedarco.com/
Linkedin: linkedin.com/in/laurenkwedar/
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