Charlie-Helen Robinson

Marketing and communication roles are often used interchangeably, but they serve distinct purposes. In many workplaces, especially where resources are limited, we refer to ourselves as ‘communication generalists’ because realistically, few organisations can afford a specialist for every function. Yet the skill sets required for each role are unique and valuable in their own right.

Here’s a snapshot of a few…

• Marketing – The master planner. Thinks, “How do we sell this?” Creates the whole game plan from branding to audience to sales.

• Communication – The big-picture messenger. Focuses on what we’re saying, why, and to whom—whether it’s internal staff or the public.

• Public Relations (PR) – The charm offensive. Builds trust and relationships with the public, often whispering sweet nothings to journalists and influencers.

• Media – The megaphone. It’s the channels and platforms that broadcast your message to TV, radio, news, and now online media.

• Writing – The wordsmith. Shapes all the above into powerful stories, catchy lines, heartfelt messages, or punchy scripts.

• Social Media – The talkative friend. Posts, shares, comments, and DMs to keep the brand human, relatable, and in the loop (and memes… don’t forget the memes).

• Advertising – The paid spotlight. Buys space to shout your message loud and proud—“Hey you! Yes, YOU! Buy this!”

Then there’s the event organiser, photographer, sponsorships, digital content producer, and more!

Using our basic list at a party, it looks like…

• Marketing is the party planner. They picked the venue, chose the theme, invited the right crowd, and made sure there’s something for everyone.

• Communication is the host. Warm, welcoming, makes sure everyone understands what’s happening and feels seen.

• Public Relations is the smooth talker. They’re working the room, building connections, name-dropping tastefully, and keeping everyone feeling good about the brand.

• Media is the DJ and the microphone. It amplifies the vibe and keeps things moving. Everyone hears them, whether it’s a speech or a banger playlist.

• Writing is the poet at the party. Behind the scenes, but crafting the toasts, the invites, the witty signs, and that perfect caption on the event post.

• Social Media is live-streaming from the dance floor. Snapping selfies, tagging friends, reacting in real-time, and making sure the buzz keeps going after the party.

• Advertising is the paid performer. They showed up with a sparkly outfit and a spotlight, got everyone’s attention, and left them humming the jingle.

*content derived with the support of ChatGPT