Cooking with Chemistry: Why PR and Marketing Must Work in Sync

Today, I had the privilege of participating in a thought-provoking panel discussion at the Tanzania Digital Marketing Summit 2025, hosted by the Tanzania Marketing Science Association (TMSA). The session revolved around the timely theme: “Cooking with Chemistry – PR + Marketing in Sync.”

This engaging conversation brought to light a common dilemma that many businesses—especially startups—face:
When resources are tight, where should you invest: Public Relations or Marketing?

Representing startups like Rifaly, I shared perspectives based on real-world experiences, focusing on strategic decisions around budget allocation and brand growth. Here are the key takeaways from my presentation:

PR is the Company’s Think-Tank

Public Relations departments are often underestimated, seen as executors of communication tasks rather than what they truly are—strategic centers of intelligence. PR professionals often know everything: what the company does, what’s happening internally, what’s planned, and how to respond when the unexpected occurs.

When resources are limited, investing in PR is not only strategic but cost-effective. Why? Because perception is powerful. A solid PR foundation helps shape public opinion, manage reputation, and build brand trust over time—intangibles that lead to tangible value.

Perception is an Asset—Even if You Can’t Touch It

While PR may not always deliver immediate sales, it delivers something more durable: credibility. In today’s crowded markets, trust is currency. Building and maintaining positive perceptions lays the groundwork for long-term success, especially for startups looking to establish their name and values.

As I noted during the panel, “You can’t touch a brand’s reputation—but you can lose everything without it.”

The Cooking Analogy: Why PR and Marketing Are Inseparable

During the panel, I introduced a metaphor that seemed to resonate with the audience:

“A person can eat food without salt, or without spices—but you cannot cook or eat food without heat and utensils. Just like you can’t prepare ugali without flour, water, and a sufuria. This is how I see PR and Marketing—not as spices you choose to add, but as essential tools without which nothing gets made.”

Marketing may drive demand, but PR shapes the narrative. PR may build trust, but Marketing activates it. They don’t replace each other—they empower each other.

You wouldn’t try to drink water from a vacuum—it needs a container. In this analogy, PR is the container, giving structure, safety, and credibility to your message.

Collaboration, Not Competition

Too often, organizations treat PR and Marketing as competing departments with different agendas. But in reality, true growth happens when these two disciplines work in harmony.

• PR provides the strategy, the insights, the story.
• Marketing executes the campaigns, amplifies the story, and drives measurable outcomes.

Both are vital. Ignore one, and your brand may never reach its full potential

Final Thought: Invest Where It Lasts

If you’re a startup, nonprofit, or even a large organization with limited resources, don’t fall into the trap of thinking you must choose between PR or Marketing. Instead, ask how they can support each other and where your brand is in its journey.

Sometimes, the best investment is in building a voice that people trust, and that’s what PR delivers.