by Chris Ourand*
In one corner, your marketing team is doing their darnedest to drive conversions and generate leads. And in the other corner, the PR people are working to generate awareness and tell a compelling story about your firm. This is historically how these two disciplines have been handled and understandably so, to an extent.
But in our increasingly digital world, firms that continue to treat public relations and marketing like separate entities might miss out on opportunities for significant growth. In reality, these disciplines can empower each other—the marketing team helping to create awareness, and the PR team contributing to lead generation and conversions. Here are a few ways to help get the most out of both.
Produce compelling, quality content for prospects. Changes in SEO and analytics have made it necessary to produce plenty of high quality, unique content. PR professionals are expert at making organizational and industry news into compelling content. Your in-house team understands how industry trends impact your firm and clients and can tell these stories in ways that engage prospects and generate interest in your firm.
Integrate news into marketing content. Take news packages (videos, press releases, articles, interviews, etc.) and work them into your content marketing. Integrate these items into your blog, email marketing campaigns, newsletters, guides, whitepapers, and e-books. Find ways of providing this type of content to different audiences. Your PR people will know the best angles for the stories and your marketing folks will know the best time and way to reach the appropriate prospects. Marketing’s ability to monitor and measure your channels will help you know how and when your re-purposed news items are striking a chord.
Strategize your big picture and the details. Regardless of the particulars of your PR and marketing content, you’ll need a specific strategy. You can start with broad goals (like convey expertise in new market, or grow influencer audience), but the more specific you get, the more likely you’ll generate results and be able to track them. Having a clear idea of your firm’s overall strategy helps the two arms of your visibility/conversion team to work together. Your marketing folks can tailor websites, emails, etc. to combine expertly with your public relations department’s case studies, press releases, speaking opportunities and so forth.
Connect with customers. Your marketing team is expert at talking to your audience … from a distance. Creating PR events and opportunities outside marketing’s normal comfort zone is a great way to build audience loyalty and get face-to-face feedback on your products, services, and initiatives. It never hurts to remind prospects that you’re part of their community. Nourish these connections and you’ll create brand ambassadors who will promote, support, and recommend you.
Stick with your story. Sure, taglines are great and can make you quickly memorable. But the story of your organization needs to be told, not replaced by a bumper sticker’s worth of copy. You know why your firm is remarkable. There will be times to be brief, but make sure your combined PR and marketing efforts tell a consistent, compelling story. Include calls-to-action where appropriate and your narrative will drive conversions.
So bring your PR and marketing teams out of their respective corners. Meet in the middle of the room. PR and marketing are different in some very basic ways, but combining them will generate buzz through social media, connect you to the media and other influencers, and create actionable visibility that will result in growth.
Chris Ourand is an Account Director at Hinge, a marketing and branding firm for professional services. Chris can be reached at firstname.lastname@example.org or 703-391-8870.
Image courtesy Flazingo.com.