In Nigeria, PR and marketing are often confused, and understandably so, because their aims, objectives, and strategies are closely related and the audiences for each are not so different. But while they look so similar, their core purposes vary in different specific manners.

The following are a few differences: 

Objectives
While the main objective of PR is managing a healthy and positive relationships between the organization and its audiences, the media, and stakeholders, through creative storytelling, crisis management, and presenting a credible and trustworthy persona, marketing aims at promoting a product and services, thereby driving sales and customer acquisition through persuasion and direct appeals. 

Audience
While the audience of PR in Nigeria is primarily made up of the general public, stakeholders, journalists, influencers, and communities, aiming to shape public perception, marketing is aimed at potential customers or specific market demographics to influence purchasing decisions. 

Strategy
PR lays emphasis on earned media such as press coverage, and words of mouth, and heavily relying on third-party endorsements, while marketing often uses paid media such as advertisements and promotions to control the message. These strategies can be applied to PR or marketing, using different media based on the situation.

Measurement Of Success
The success of PR is measured by qualitative outcomes like brand settlements, media coverage, or public trust, while marketing success is measured my quantitative metrics like sales numbers, ROI, or conversion rates. 

Time
PR is a long term approach focused on building sustained trust and credibility of the brand or business, while marketing is designed for short-term and instant results like product launches or seasonal sales. 

In essence, Public relations (PR) is a crucial branch of marketing that directly establishes a brand’s reputation, while marketing drives its commercial success.

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