Public relations and marketing, it's time to put aside your differences.
It’s not a secret: Those in the industry know PR and marketing often come from much different places. Traditionally, these teams operate in different departments, setting different goals and objectives, ideating different strategies, and measuring impact in different ways.
And that’s because PR and marketing come from different schools of thought.
Ask any subject-matter expert, agency exec or even your favorite college professor, and they’ll tell you the same thing:
But at the end of the day, isn’t the goal for both PR and marketing pros to help the organization be successful? And you can’t do that without working hand-in-hand.
In this day and age, the lines are blurred. Brand awareness alone isn’t enough to drive consumers to action. But, on the other hand, marketing products alone—without investing in the organization’s image—won’t build brand loyalists and advocates. The reality is that the two go together.
One way practitioners from both sides of the aisle are joining forces is by developing holistic plans that integrate paid, earned, shared and owned media. Commonly referred to as the PESO model, this approach helps both PR and marketing teams add value throughout the customer buying journey. As an added bonus, working this way helps streamline PR and marketing—practically guaranteeing it’s more efficient and effective.
Here are just a few ways working together benefits both PR and marketing efforts:
Now is the time for a water cooler conversation. If you work in the industry, particularly for a large organization that tends to be siloed, I challenge you to walk across the building and talk. Then, take it one step further and set up regular meetings to learn about the other department’s initiatives, projects, goals and challenges.
My guess is that—in a short period of time—you’ll find working together and sharing ideas will help both teams reach their goals and show measurable results.
Because it’s time to get together and work smarter, not harder.
Megan Shroy is founder and president of Approach Marketing, a boutique PR and marketing agency specializing in public relations, crisis communication, executive branding, social media and marketing strategy. To learn more, visit ApproachMarketing.com or connect with us on Facebook (@ApproachMarketingPR), Instagram (@ApproachMarketing) and LinkedIn (@ApproachMarketing).