PR and marketing are often seen as two separate functions within a business but when they join together, they become a force to be reckoned with.
A well-co-ordinated and communicative PR and marketing team, whether internal, external agencies or a combination of both, can bring great visibility, consistent messaging and credibility to a brand.
Lack of communication and co-ordination between the two can result in mixed messages and missed opportunities.
So just how can PR and marketing teams work better together, and why should they?
Discussing and planning campaigns together early on is a great place to start. This can spark new ideas and help the campaign evolve. As the campaign moves on, keep talking to make sure PR and marketing messages and goals are aligned.
Rather than setting different goals for PR, marketing and other essential functions like social media, agree them as a group. The strategies to reach those goals may be different but by working together the outcomes will improve.
With all those communications experts together, think of how much you can learn from one another! The PR team may have a new take on a marketing activity for example and vice versa. Also share information on customer trends, delivery channels, and feedback from press and influencers.
What starts as a PR idea can turn into a strong content marketing piece. For example, a consumer survey for national media could lead to some interesting blog posts, an email campaign or social media posts.
It's important across the marketing, PR and sales spectrum to measure how well they work together. A high-profile media mention or item of coverage can lead to a sales spike. Align that with marketing activity and that spike will continue to increase.