Consumer PR vs. Corporate PR: What’s the Difference

There is no doubting the massive power of PR on the public reputation and perception of businesses. The more positive your reputation is in the market, the greater the rewards for your business institution. You only need to look at the statistic provided by the PRCA- Public Relations and Communications Association in the UK to believe in the influence of good PR.

Their PR industry had a value of £14.9 billion in 2019; since then, it has only increased in its worth. The only confusion people often suffer regarding PR is the difference between consumer vs corporate PR.

Below, we have outlined the differences, so you know what to pick for your brand.

Corporate PR- What it is

As the name suggests, the primary role of corporate PR is to facilitate interaction among the professional audience. These include business authorities like the C-suite, LOB decision-makers, and policymakers.

The focus of corporate PR remains on the improvement of internal interdepartmental communications. This way, the executive teams, investors, stockholders, and employees always remain on the same page regarding business growth.

The key target of a corporate campaign is generally to convince the core decision-makers to buy the business service and product. To do this, the corporate PR crafts a campaign that targets a key problem of the potential buyers.

They design their corporate PR campaign that pitches their business as an effective solution to that problem. Moreover, corporate PR also focuses on hiring top talent, polishing the company image, boosting brand loyalty and improving the engagement of employees.

Consumer PR- What it is

Let’s now turn our attention to consumer PR; we’re sure this is a title you will instantly recognize. The fact is that consumer PR is more common in the business world, and since we see it more in play, we recognize it quickly.

The primary target of consumer PR is to facilitate communication between the business and the public. And every type of consumer PR campaign takes shape; it is usually designed for a particular purpose. At times, a consumer PR strategy may be to improve a brand’s public image with a story.

Other times it may be targeting a new audience to create awareness among them. At the same time, many consumer PR campaigns usually promote new products, events or services.

Moreover, the increase in digitalization in the past couple of years has provided more access to numerous channels. This makes it even easier for consumer PR campaigns to deliver their message instantly to their target audiences.

Consumer outreach campaigns can now work through many channels, social media platforms, online influencers and publications and lots.

The Differences between the Two

Now that we have taken a close look at how consumer and corporate strategies work let’s also take a look at the differences between the two.

1.     Planning the Campaign

Perhaps the primary difference lies in how the strategies are designed for each PR. For instance, in the case of corporate PR, the focus is on identifying the pain points of the business world and staying updated with market trends. Then they position the products or services of their business as the practical solution to that pain point.

Consumer PR, on the other hand, focuses more on the relationship of a brand with its customers. It primarily tries to understand what’s relevant and happening in the consumer world. It follows lifestyle trends and news stories very closely.

Then the consumer PR pitches its products and services as relevant to the current trends and makes it appealing for the potential customers to buy.

2.     Communication Channels

Both campaigns, consumer or corporate PR, target a specific audience. Hence, each PR group must adopt those outreach channels their target audience commonly uses. For instance, consumer PR adopts an omnichannel approach across multiple social media platforms.

These include TikTok, Facebook, Instagram, Twitter, and whatnot. For corporate PR campaigns, more professional channels, such as LinkedIn and others, will be better suited.

3.     Potential Customers

The core of each PR group is to promote its brand’s credentials and increase their profit margin. But what separates one from the other is its targeted customer base. People from the business world often refer to consumer PR as the B2C strategy.

They may do so because consumer PR improves the flow of communication, relationship, and perception of the consumers. We wouldn’t be wrong to describe this PR strategy as a broader one with a more flexible focus.

Corporate PR, on the contrary, is more laser focused. It keeps its sight set on enticing investors and businesses into pouring investments.

Benefits of both Corporate and Consumer PR

Although both corporate and consumer PR serve different roles and target different customers, they’re both highly beneficial for an organization. They help establish your brand’s credibility and stir the masses’ interest in your business products and services.

They craft targeted campaigns that rouse the demand for your business’s goods and establish you as an authority in the industry. The competent PR consultants will help create compelling and appealing narratives and stories on your company’s behalf. When replayed in the press releases, social media and your website content, it will help direct more traffic and interest to your business.

Final Thoughts

Corporate PR helps bring in the proper business authorities and crowd for the organization to invite investments and greater profits. Consumer PR appeals to the target audience, stays updated with what’s trending among them and pitches the business products and services as the solution they need.

All PR professionals associated with a company should understand the competitive differentiators, value proposition and mission. If there’s one thing that PR teams need to acknowledge, it is that PR is no more about distributing merely.

Rather, PR is about fostering connections, being effective connectors and building relationships between the brand, relevant authorities, and audiences.