First, what’s the difference between marketing and PR? In general, marketing is the sales and promotion of your company’s product or service, including research and development. Public relations work to build positive sentiment of your company or organization in the media, industry, and community. When PR and marketing are being considered simultaneously, it’s called an integrated communications strategy.
Was your company featured positively in a news article? This is the time to amplify your PR success to all aspects of your lead generation. Some examples could include:
While marketing and PR strategies target different audiences, it’s important to consider whom you're talking to, what the end goal of the PR efforts is, and what will define success. A general PR strategy considers many different audiences including the potential customers, current employees, recruits, suppliers, board members, or journalists. By considering who this news might be of interest to, or what we’re trying to achieve by announcing this product, you’re implementing marketing strategies that will ladder up to your company’s success.
This can be tricky because not all PR efforts can be directly associated with lead generation or increased traffic to your company website. BUT there are tactics to put into place that help gauge the effectiveness of a PR effort. This can include:
While these are just a few of the marketing techniques that can be implemented into a PR strategy, they are simple changes that can influence the best way to invest your PR hours and budget.
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