I've been thinking a lot about this lately.
Quite a few people I meet ask me what I do. I usually say I'm a marketing consultant, but that's not strictly true!
In a way, I'm a bit of a hybrid marcomms professional. I started my career in marketing, moved into communications when I became a manager, and now I do all sorts, including engagement.
There is a natural overlap, but essentially they are different disciplines with different skill sets.
Marketing
Marketing is all about brand building. It's making sure all of your channels are saying the same thing. It requires strategic planning, budget management and when it's done well, it's data-led.
Communications
Comms is all about messaging. It involves creating a voice that resonates with your audiences and making sure your brand has the right tone. Often, comms professionals have a natural flair for copywriting and creativity.
Engagement
This is a two-way process. Marketing and communications tends to rely on sharing messaging, whereas when you're engaging you need to be listening to the responses as well. It's a time-consuming (and often expensive) process, but the rewards speak for themselves - you will keep improving, together.
Does it matter?
Do we need to distinguish between marketing, communications and engagement? I believe we do, yes.
It's important that charities understand the differences, so they can identify what they need. Does your charity want to grow? Marketing may be best. Have you got a great brand but need to bring it to life? Communications will support this. Are you looking at co-producing your resources? Engagement is what you need.
As for me?
I think I'll just call myself Laura, and see how I get on!
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