Increasingly, organizations are integrating their PR and marketing departments. Part of the reason for this personnel strategy is that research shows the most effective methods of marketing involve storytelling; a PR pro’s specialty. For instance, Content Marketing Institute found that 90 percent of the most successful B2B content marketers prioritize their audience’s informational needs over their own sales/promotional message.
Marketers read and analyze data to determine how to better reach potential customers and generate interest, while public relations experts craft brand stories and create relevant content to shape an organization’s public image. Companies are starting to realize how these two skill sets can complement each other very well. Here are three reasons why:
1. Getting the Most Value out of Earned Media Coverage
It is important to utilize all types of content as part of a cohesive strategy in order to reach the widest possible audience. Tracking earned media with a media intelligence tool typically falls under PR’s responsibilities. Marketing can piggyback off that media coverage to make more strategic media buys while crafting related owned media assets (like ebooks or case studies).
2. Increased Search Engine Optimization (SEO)
The point above about earned media coverage directly ties into SEO as well. Marketing has typically owned SEO inside organizations, but PR can play a significant role. All types of media can improve SEO and drive more traffic to your website.
Owned media like blogs and website copy, social posts and PR outreach to journalists all strengthen your website’s search position. Journalist outreach specifically is an important part of a strong backlinking strategy. Developing strong backlinks on the web through placements in online publications or articles about your business is a crucial component in off-page SEO, which in turn drives higher search rankings.
Higher search rankings drive more traffic and eventually more leads and interest in your organization. can create more conversions, the ultimate goal of all marketing and PR efforts.
3. A Clear Brand Message and Identity
Both marketers and PR workers aim to create an image for their brand in the public eye. However, it can get confusing if these two efforts are not working cooperatively and on the same page. There should be clear communication between marketing and PR groups within a company to develop a singular clear identity to present to the public.
Having these two teams working together constantly will drive a sense of unity and cohesiveness throughout the brand’s image. One of the best ways to accomplish this goal is to have PR and marketing work together to create a set of brand guidelines. Brand guidelines ensure that everybody in an organization that is “market-facing” is working from the same playbook.
Jack Feinberg is a marketing intern for Critical Mention. He is a junior at the University of Miami studying Interactive Media, with a deep interest in digital communications. During his leisure time, he enjoys watching sports, going to the beach, and spending time with friends and family.
