“Why should I combine PR and marketing? Don’t they function separately for different purposes?”

Well…

Isn’t it annoying?

Your marketing team has a great idea to help you promote your business. So they start building the campaign, and everything is finished, but…

There’s one problem.

It reaches your PR team, and they say:

We can’t do this!

It doesn’t align with what the company does!

This will give off a negative image for the company!

And your PR team is right. Whatever your marketing team made, simply can’t be used.

In the end, time, money, energy, and other resources are spent and wasted. But this could have been easily avoided if both the marketing and PR teams were working together!

And if they do, then you’ll be benefitting a lot from it!

These are the 9 benefits you should combine PR and Marketing efforts:

  • Facilitates Idea-Sharing
  • Content Amplification
  • Brand Message Consistency
  • SEO Optimization
  • Building Influencer and Journalist Relations
  • Measuring the ROI of Campaigns
  • Streamline Outreach Efforts
  • Capitalize on All Content Ideas
  • Getting the Most out Of Earned Media Coverage

Before we go into them, let’s quickly go over the responsibilities of the PR and marketing teams, and how they might work together.

Combine PR & Marketing - Commsights

PR and Marketing Job Scopes In Brief

What are the responsibilities of PR and marketing?

For PR, you can define their job scope as brand messaging.

For marketing, you can define the job scope by brand awareness. 

When combining the two, the PR team acts as a packager, and marketing teams act as the producer. 

When all the content is produced, it is sent to the packager to make it look organized and then the product (the combined work of marketing and PR) is released.

Hence the realm of work that they do go hand in hand. 

There are many benefits you can find from combining both teams which will be discussed below. 

Combine PR and Marketing: The Benefits

Facilitates idea-sharing 

PR’s job scope is essential to predict the ebb and flow of trends while ensuring you take the proper steps to capitalize on them. 

While the marketing department develops the means to convey those ideas. 

So by combining them, you can develop quicker insights into the path that needs to be taken. 

This ensures effective and efficient execution from brainstorming to end results, rather than two teams individually doing different ideas and trying to combine them at the end of the day.

PR & Marketing - Idea Sharing

Content Amplification

Content and content consumption is changing often. 

Now, you don’t just write press releases and give data, you really need to break content into digestible forms. 

Adding infographics, gifs, links and the likes will really create content that your demographic can engage in.

This leads to the next point.

Brand Message Consistency 

Brand messages should be consistent with your brand identity and personality. 

From graphics to wording, pushing consistency in the message will ensure your audience can pick up on the messaging and relate to your product easier.

SEO Optimisation 

Optimizing SEO means that your presence on the internet will be easily recognized by your audience. 

By combining both your PR and marketing teams, they are able to curate the proper links to align with your SEO strategies, by getting you found on the right websites.

This is related to the next point.

Building Influencer and Journalist Relations 

Using influencers and journalist relations is the bridge between connecting your audience and your brand message. 

This can be rather challenging.

But by combining your PR team, who will direct brand messaging, to your marketing team, who will ensure content for that message, creating these relations will be easier than expected. 

PR & Marketing - Measure ROI

Measuring the ROI of Campaigns 

Typically, ROI is usually measured by targeted reach, impressions, and AVE.

Content creation while can link to your sales through brand message. 

Using media monitoring solutions, you can see the statistics on the effectiveness of PR, content and social media marketing campaigns. 

Keep track of the traffic you can analyze and see whether your ROI is on track.

Streamline Outreach Efforts 

Conventionally PR and marketing have two different purposes. 

PR teams would have the job of creating content, while your marketing team will decide how, where and when to execute your content. 

This will ensure the best reach for brand messaging and awareness. 

By combining both of them they will unify the process but also be able to check the ROI on both teams.

Capitalize On All Content Types

The shift has begun when it comes to effective content exposure. 

A study has revealed that earned media and paid media channels are effective gatekeepers in outreach to audiences. 

So with the combined efforts of your PR team ‘arts’ in the storytelling of brand messaging and the data scientist of your marketing team you should really be able to diversify the channels of communications for your brand.

By combining both teams into one unit efficiency is the name of the game, by ensuring a better story and precise execution of outreach programs.

Conclusion

There are many benefits to combining your PR and Marketing teams.

By doing so, you not only save on the headache of miscommunications, but you will save a lot of time!

With this, your processes will become more efficient, and you’ll be able to focus on other aspects of your business!

Still a little confused? Maybe this article will help you out?

Public Relations vs Marketing vs Advertising – What’s the Difference?