PR INSIGHTS

EscaTEQ PR case study: EscaTEQ were keen to get the industry talking about the consequences of inadequate cleaning practices, and the benefits of consistent, documented framework to address the challenges. But with limited online presence, they needed to trade press coverage to help spread the word.

Public relations and marketing are often seen as the same thing, especially in smaller teams where one person often covers both. While they are related disciplines that serve the same commercial goal, they are not interchangeable. Marketing exists to create demand and drive sales, while PR exists to shape and protect how your organisation is perceived. Confusing the two creates a muddled strategy, misplaced budget and the wrong definition of success.

PR and SEO used to follow different roads. PR built reputation and relationships. SEO built rankings and backlinks. Different teams, metrics and briefs, until now. The rise of AI search has changed things, and the two now share a single objective: building the digital authority that search engines and AI platforms use when deciding which sources to trust, cite and surface.