Many businesses and organizations are progressively integrating their public relations practices with their marketing strategies. Companies have increasingly combined the two because of the successes other businesses have enjoyed by having both departments work together. Though public relations and marketing have many differences, they both are heavily reliant on expressing effective brand communication. By combining public relations and marketing, businesses get the most value out of their communication and media efforts.
1. Builds a Strong Brand Presence
One of the most important goals a company should always maintain is to have a strong brand presence. Since one of the similarities between public relations and marketing is communication, communication pros of all kinds should be on the same page when it comes to brand collateral such as company slogans, brand colors, audience approach and overall messaging. Brands are more likely to achieve consistent brand presence when working together.
2. Further Engages Audiences
Having the ability to effectively communicate with a target audience is a must for every business. Not only do PR and marketing pros have to get their audience to listen or read about their brand, but they also have to find ways to make audiences engage with a product, fill out a form or reach out to their sales team for more information on what their company has to offer. PR pros can share insight on their audience’s wants and needs with marketers so that marketers have a better understanding of what to include in their next blog post, eBook, etc.
3. Improves Content Strategy
Marketing the same product constantly can make it difficult for marketers to come up with new ideas on how to diversify their content. Team integration allows more ideas to flow through the content creation funnel. Marketers can utilize customer information given to PR pros such as testimonials and client feedback to use for social media posts. The new testimonials can also be added to the website, further enhancing their company’s brand presence.
4. Elevate your Pitch Game
Not only do marketers benefit from team integration, but PR pros can also benefit from cohesive teamwork by enhancing their pitches and speeches with key points from engaging marketing collateral. A pitch must be exciting and innovative, and involving a marketing team can bring additional creativity to a PR pro’s physical or digital presentation.
5. Drives More Sales
Each of the previous four points demonstrates how combining PR and marketing teams can bring more success to your business. A strong brand presence, increased audience engagement, effective content strategies, and the ability to deliver excellent pitches will help drive more sales to your business. Combining both teams for campaigns and projects can improve the effectiveness and design of sales collateral.
6. Integrates your Business
Integrating teams helps your organization improve from both the outside and inside. Brainstorming and collaboration among teams can help build a positive work atmosphere by bringing coworkers together. The more comfortable they are with each other, the more likely they will collaborate on future projects. A business may be separated into different departments but overall, a business is always one big team.
7. Highlights Positive Earned Media
PR pros are traditionally in charge of tracking earned media to stay on top of their audience’s sentiment and brand’s public perception. However, sharing this information with marketers can be very useful. Marketers can take advantage of mentions and sentiment by using the earned media results to influence how they reach out to audiences across their website and on social media. Having access to earned media can allow marketers to track their brand’s work and see what is and isn’t being received well or getting enough attention. Earned media tracking is an essential tool for both PR pros and marketers.
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Priscilla Osorio
Priscilla is the marketing coordinator for Critical Mention. Early on in her career, she developed a passion for marketing, writing and anything within the communication field. During her leisure time, she loves to watch her favorite sports teams and explore new restaurants with friends and family.
