Today’s best marketing campaigns combine the efforts of many groups, including PR, advertising, social, content marketing and user experience, to name a few. The lines between marketing disciplines have blurred and there is no longer reason to label a great idea as PR, advertising or social. Consumers don’t care about these labels and neither should marketers. What marketers should care about is how to effectively bring these groups together to build trust with customers, enhance reputation, tell great stories and increase user engagement.
The onus of bringing all of marketing together usually falls on the client/brand and can be challenging, to say the least. Fortunately, PR can be leaned on to play a huge role throughout the collaborative process.
Collaboration has been part of PR for decades, beginning in the 1980s when ad agencies started acquiring large public relations firms. More recently, PR and social media have gone hand-in-hand and it’s clear the two disciplines need each other to function most effectively. Today, content marketing and PR work actively together to achieve common goals, including increased thought leadership, brand awareness and customer loyalty.
Here are three reasons why the functions of PR make it a natural leader for collaboration.
1. PR is typically a key driver of strategic message development.
This is at the core of any successful collaborative program. For a marketing campaign to thrive, all of the marketing disciplines must use a common and effective message platform. Brands that deliver consistency in their entertainment value, style and depth of knowledge, create a strong level of trust with their audience that often leads to increased sales and other desired behaviors.
2. Messages must constantly be reevaluated, which is an asset of public relations.
PR has always led stakeholder engagement, which means PR folks are used to “earning” content and developing and revising messages that hit the mark at any given time. Sharing real-time information on how consumers are interacting with a brand allows marketing collaborators to continually strengthen their outreach. Brands can fully understand their target audience and deliver content that establishes strong personal relationships with their consumers.
3. PR pros are prepared to support and amplify messages in an ad campaign.
Social media experts can help drive engagement in tandem with experiential marketers and so on. With PR helping lead the charge, collaboration should begin during the planning process, continue throughout the campaign as consumer feedback is obtained and persist through the measurement of results. Marketers that resist this type of collaborative approach won’t realize ultimate success. Today’s most successful marketing campaigns could not have happened without integrated teams working in tandem and it’s easy to see why PR is usually at the heart of it all.
Ron Young is the founder and CEO of Shocase, a professional market network designed exclusively to connect the world of marketing. With Shocase, marketers can find partners and talent across all marketing disciplines, build teams and win business. You can find Ron on LinkedIn or Twitter.