The difference between marketing and communications.

The terms ‘communications’ and ‘marketing’ are often used interchangeably, particularly in charities. They are different functions but in a small team it’s likely that one or two lucky individuals will deliver a pick and mix of tasks from the list below. Here are a few pointers on the different aspects of communications and marketing.

Communications to build reputation

Communications focuses on managing reputation and ensuring consistent messaging to key audiences across all platforms. Internal communications can straddle HR and comms and focuses on keeping employees informed and engaged. In practical terms this might mean managing an intranet, creating internal newsletters or brand-awareness workshops. Organisations with great internal comms understand brand strategy and how to build engagement, which often reflects through into external comms.

Good internal communications builds an engaged team, brand loyalty and pride in the organisation. It’s a vital foundation for positive communications and marketing to the wider world. External communications are about managing the organisation’s public image and relationships with external stakeholders, including the media, funders, service users, volunteers and the wider community. Typical areas of focus include media relations, PR campaigns, crisis communication, and corporate social responsibility (CSR) activities.

Marketing to generate enquiries

Marketing activities are designed to stimulate demand for what you offer. A good marketing strategy will allow you to attract new customers, service users, volunteers, funders or staff and retain existing ones through targeted marketing efforts.

Marketing activities could include:

• Content marketing – producing and distributing valuable content to attract and engage customers.

• Digital marketing – using social media, email marketing, and SEO to reach and engage target audiences.

• Events and exhibitions.

Marketing activity often has a measurable call to action, designed to generate enquiries. Good marketing should attract the right audience with the right messaging.

Key crossovers for communications and marketing

The foundation for all marketing and communications is the same. You must understand who you are talking to, what you are offering them, when they want to hear from you and why they should pick you. Without this crucial thinking you won’t be able to prioritise what you do, which is vital to every charity. Assuming you don’t have the luxury of a large marcomms team, it’s a question of being deeply pragmatic. Lots of marketing material can be sliced and diced for communications purposes and vice versa.

If you go through a strategy process to identify your ‘who’, ‘what’ and ‘when’ you can focus in on the ‘why’ – a bank of key messages that are inspiring, informative and simple and explain why people should pick you.

If your marcomms is in a muddle and you’d appreciate some help to make it clearer, get in touch – I’d love to help.