The Winning Team: PR and Marketing
There seems to be a common misconception about public relations and marketing. Some say one is more important than the other. So you get great marketing and not so great pr. Or, there might be good communication and less consistent marketing. Both cases have happened and both cases should be avoided. In order to reach your customers, gain new customers, and keep them you need to utilize a balanced, effective plan for public relations and marketing. This isn't just my opinion people; these are facts that many businesses may have overlooked. Since you're reading this it's safe to assume that you're serious about being successful. And Leading Lady is here to help you understand how your public relations and marketing can help you get there.
The first step to successfully developing a pr and marketing plan is to understand that they do not stand alone. Public relations and marketing are less like two separate things than Left Twix and Right Twix, you don't have one without the other. Mashable .com sees marketing and pr as intertwined. Sure, they might be considered as two different departments that use different strategies but there is more to gain by integrating their campaigns and uniting pr and marketing goals, which is what Glean.info suggests. Doing this allows marketing and pr to share information creating something of a successful cycle. Marketing informs pr about the most beneficial content that results in a customer purchase. PR listens to the customers to validate that information and share that with marketing and it cycles back around. This is important because marketing allows you to optimize the content PR brings a voice and perception based content development. Mashable says it pretty straightforward; customers need to feel understood on an emotional and functional level. If you want to reach your customers, you need marketing, but you need to reach them with the things they want. The only way to do that is to know your target audience and to know how and when to reach them.
The idea is to stop viewing public relations and marketing as mutually exclusive. Trying to get your target audience's attention is becoming increasingly easy and simultaneously difficult. With the amount of technology and information available to your customers, it's easy to put an ad in front of them, but are they going to remember it? Communicating with your consumers and possible consumers through social media gives you a direct line to what they want more of and what might not be working as well. Smallbusiness.chron.com breaks down the marketing campaign pretty simply. Your marketing campaign should target customers with multiple marketing strategies like advertising and emails but PR is there to help you build that dialogue between you and your customer.
Creating that dialogue helps strengthen your corporate credibility and increases brand communication, which helps attract a greater audience for your marketing campaign to reach. Gaining new customers and keeping loyal customers is important but in order to do that you need to be aware of the best pr strategies to use for your target audience. Marketing needs public relations in order to reach the right customer in the right ways. Content Marketing Institute drives this point home on their site. They point out how essential it is, not only to have a corporate blog for your business but to also have good relationships with journalists and publications that will allow traditional news outlets to shed some positive light on your business. Achieving brand loyalty with consumers today is becoming more and more difficult because there are so many options and your audience is willing to try several different options before sticking with one brand. Because of this, it's difficult for your customer to take you seriously or fully trust you if your only source of promotion is through your own site. Public relations is about focusing on the public, and the best way to do that is to appeal to them through a myriad of ways that they will trust. There's a difference between you saying you're the best and a newspaper article, website or magazine article saying you're the best. I can't tell you how many times I've read about a product in a magazine (not in a direct ad) that I took the time to look up and make a purchase for.
That's about half my make up bag. It's not the ad spread that gets me, it's the support from the particular outlet that holds my attention and possibly my loyalty. Why is it important to intertwine marketing and pr? Because your audience wants to see you and feel like they know you. They want to enjoy your product and trust you. And the best way to do this is to look for opportunities that allow you to spread your brand, educate your audience and create customer loyalty. And since you're still reading this, I'm thinking you're looking for a good place to start. I think I can point you in the right direction, let Leading Lady help you shine.