PR is a valuable asset in marketing. If you’re serious about building a brand, building credibility and attracting leads is key to achieving long-term business success.
To build that credibility and attract leads, PR has had to address the changes in how the public consumes its information, and how and where to communicate a company’s messaging.
This has meant respecting the change in the media landscape and adopting a more integrated approach in both marketing but also media types.
The Evolution Of Marketing And Media Channels
When I first started working in PR, especially in larger agencies, there were typically three agencies working with one client; advertising, media buyers and PR. There were very clear distinctions as to what each would do and what their roles and responsibilities were.
Then came an age where anyone could become a publisher, creating their own content and becoming the ‘go-to’ expert. As social media and SEO became more prevalent, companies didn’t need the media as before. They could reach their audience directly and create their own content and community. They could work with other communities to extend their reach.
As online media grew, advertising sales dropped and media titles closed. The media titles which remained had to change their model and now quite simply you have to pay to play. Editors won’t be featuring your company for free as they did before, unless its breaking industry news or fits in with their editorial features. You will now be directed straight to the advertising team.
There is no distinction between marketing and online marketing – it’s all marketing. Likewise, with the introduction of these channels and how they work, PR has had to adapt to help businesses succeed and drive leads and convert business.
The PESO Model
It has become more important to adopt a more integrated approach to PR which can be split between four key media groups as defined by Gini Dietrich, author of Spin Sucks
- Paid – advertising, sponsored content, promotional content, social media advertising
- Earned – editorial or partnership
- Shared – social media activity on ‘rented’ channels
- Owned – blogs, newsletters, video, podcasts – you control the content
As I mentioned in a previous blog – it takes seven points of contact to convert a sale.
Businesses, once they identify their audience, can use the channels which are relevant to target their customers more effectively and consistently.
So what does this mean for your PR activity?
If business owners are looking to include PR within their marketing activities, they need to understand fully how the ‘media’ and comms landscape looks today. Where, beyond traditional media (i.e partnership channels, internal comms), they need to adopt a more integrated approach to their comms.
Also let’s look at the value of bringing all marketing teams together – social, digital, advertising, PR.
I always enjoy it when all parties are at the table – working together to come up with the best overall campaign that can be communicate through different creatives and channels, rather than working with a silo mentality.
It’s here you have marketing gold – a co-ordinated plan executed with precision and style that delivers a shared message with true impact, encouraging trial, engagement and driving purchase.
Interested in learning more how PR can help your business – book you free consultation call here