Regardless of the marketing tactic you’re looking at, whether it’s email marketing, advertising, or even press and public relations, it’s essential to set goals and identify objectives. If you don’t know what you’re trying to accomplish, then how can you
create an effective tactic? While many organizations understand this concept for most marketing tools and tactics, press and public relations often gets overlooked. Instead of a defined objective, the idea is often to simply, “get good PR,” or “to improve media outreach.” That’s not enough. If you want your press and PR initiatives to be successful, it’s time to identify your objectives. Align With Your Business Goals Marketing and public relations goals need to be aligned with overarching business goals. For example, if your business goal is to increase sales by 10 percent, then public relations goals should support that goal. The thing with most PR goals, however, is that they’re not directly measurable. It can be difficult to say that a press release increased sales. There are key components that you can track when you use a press release. These quantitative metrics include data like impressions, clicks, and you can also track conversions if you send readers to a specific URL. Moving Beyond Metrics There are other ways to align your PR goals with your business goals. Consider how press and publicity initiatives can support you in more realistic ways. For example, you might focus on awareness of a product or service, or of your company as a whole. Increased awareness can increase sales, and is thus aligned with that business goal. Ask yourself, what do you want your reader to see, hear or read that they haven’t before? What do you want them to understand that they did not before? And of course, what do you want them to do once they’ve read the press or public relations message? Identify Your Audience With any public relations message, you want to take some time to identify your audience. That’s because your objective isn’t going to be attained if you’re not creating your message for the right group of people. So what groups of people are you targeting or who is your ideal audience? Create your PR message for them. Assess the Situation Press and publicity don’t happen in a vacuum. Either you’re responding to a situation or you’re creating a situation. Whether you’re responding to media coverage or you’re trying to create media coverage you want to have a solid understanding of the situation before you put anything out there. As you begin to create your public relations strategy and campaigns for next year, remember that it all begins with your objectives and your overall business goals. Align them strategically and enjoy a stronger return on investment. Call us today to speak to one of our PR specialists: 1-800-713-7278Anthony SantiagoAnthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach. Public relations and content marketing are two very different departments that do very different things—or so you think. Although each department has different responsibilities, it’s essential to note that the two can create an unstoppable marketing powerhouse. While both public relations and content marketing deal with the creation and distribution of information, they do it in two very different ways. When combined, each of these methods can be used to solidify your marketing efforts across multiple channels. Read on to discover how.  Source: Smart Insights Public relations focus on building mutually beneficial relationships, while content marketing focuses on building relationships between a brand and its audience. When compared, they share one crucial job: sharing content. Public relations and content marketing aren’t mutually exclusive.A public relations specialist is very different from a content creator. Neither one can adequately replace the other. However, they can work together to help create an unstoppable marketing powerhouse. Public relations and content marketing aren’t mutually exclusive. However, they’re very different areas of expertise and deserve to be defined independently of one another. Defining content marketingContent marketing is a specific marketing approach. It focuses on the creation and distribution of relevant, valuable content that’s put out consistently. This consistency helps to both attract and retain a defined targeted audience. Content marketing drives a customer to take action, like clicking a link in an email or downloading a report. Source: Content Marketing Institute Defining public relationsAccording to the Public Relations Society of America, Inc., public relations is defined as a strategic communication process that helps to build mutually beneficial relationships between an organization and its audience. Source: Forbes Public relations and content marketing: better togetherPublic relations and content marketing are two very different strategies in business. They both have massive potential in helping a brand reach its goals. However, to create that marketing powerhouse mentioned earlier, they need to play well together. While you won’t be able to combine these strategies all the time, there are many ways in which public relations and content marketing can support one another. Public relations and content marketing have shared goals.Public relations and content marketing have very different methods; however, they share many of the same goals. When done right, both departments share goals such as:
To reach these goals, public relations and content marketing should work together. Not only to come up with valuable, sharable content, but create a list of possible partners that your brand can work with. These can include businesses that share your values, and industry influencers that can help you expand on our reach. Public relations can help validate your current content.Marketing teams often overlook the fact that you can use your public relations outlets to help validate your current content. Public relations specialists have access to media outlets that the standard marketing team doesn’t. A press release is defined as an official, written statement that communicates specific, brief information about a product, event, or other circumstances. News outlets use these statements to formulate news stories and get them out to the public. When it comes to receiving information, people tend to trust their favorite news outlets more than they typically trust a brand. When trying to build brand awareness, not only is sharing information via your site vital, but it’s also essential to get these news outlets and media influencers sharing your news as well. This way, your audience feels as if the information you’re sharing is valid and worth knowing. For example, eMarketer recently published a post stating that the brand Target finally made it onto the top U.S. ecommerce ranking list. In their report, they included several stats and graphs to help prove standings. Now, this blog was shared on their website on February 23, 2020. The very next day, they published a press release that not only shared the same title as their blog, but included the same text as the initial article. Source: eMarketer Newsroom So why share the same information in the form of a press release? Once the press release was sent out, more outlets started printing similar stories. To prove credibility, those outlets must link back to the original source, which helps eMarketer to build authority on the subject. The right content can help generate press.Just like the right press can help you produce great content, the same is true of the reverse. Say you have a new product launching and you excitedly share the news on your website’s blog. From there, a few different things can happen:
For example, Campaign Monitor recently announced that they worked side by side with a company to create an all-new product: CM Commerce. Excited to share the big news, officials took to the brand’s blog to announce the purchase of the new company and the new CM Commerce platform. From there, not only was an official press release sent out, but multiple other blogs and other media outlets began sharing the big news. As the news continues to spread, your brand awareness potential starts to skyrocket. Again, the more sources that report on your content, the more backlinks are created. Creates a shared platform for sharing ideasNow, we mentioned that both public relations and content marketing share several different goals. The primary shared goal between the two is the creation and distribution of content, so it’d make sense that, by working together, public relations and content marketing could create a platform for sharing ideas. For instance, when it comes to creating new, shareable content, your public relations and content marketing teams could get together and create an idea board or editorial calendar of sorts. This would be a place where the two groups could brainstorm content ideas and see where they’d be best suited to go:
Some great content ideas could include:
Once the ideas have been put onto an editorial calendar, teams from various departments can pull which ones they’re most suited for. When there’s information that can be shared in multiple ways, such as an industry report, then teams will have to take turns pulling information from the final piece. In the example of the eMarketer report from earlier, the content marketing team had to do the research and create the piece. Once the article was complete, the public relations team could pull the share-worthy fragments of information from it. The final piece would be a trending piece of industry news. Can help boost your search engine optimizationFinally, one area that many brands neglect to notice is just how vital search engine optimization is, for both their public relations and content marketing materials. And, while marketing teams understand that sharable content needs to be properly optimized for search engines, not everyone has caught on to the fact that press releases can and should be optimized as well. Search engine optimization (SEO) is the practice of optimizing a piece of content not only to be found on search engines, such as Bing and Google, but to increase both the quality and quantity of traffic to a brand’s website through organic search engine results. Now, most marketing teams understand how to do this for their landing pages and blog content. However, it’s essential to understand that press releases have gone digital as well. That means your public relations team needs to properly optimize their press releases with the right keywords to be found by the right audience members. In the example press release below, we automatically see that it was optimized for those searching for the keywords digital marketing and marketing. Source: P.R. Newswire Public relations specialists are great at putting together the facts. However, they may not understand all that goes into SEO optimization. This is where teaming up with your content marketing team can help. They know exactly what goes into the optimization process. Wrap up Public relations (P.R.) and content marketing are two very different areas of work. While they can both function independently of one another, combing the two can prove extremely beneficial to any brand. Not sure how these two areas can boost one another? Here are just a few ways:
Curious what other areas work well together? Why not combine your content marketing and email marketing efforts? In this guide, we tell you how to do just that. Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives *?Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives? Many public relations professionals see their jobs as communicating, not brand building.
Which of the following is a major tool used by PR?Some of the most commonly used PR tools include press releases, news conferences, and publicity. Sponsorships, product placements, and social media also generate a lot of positive PR.
What purpose does public relations achieve with advertising?Public relations is seen as a vital part of maintaining the organizations image and communicating its messages to its customers, investors and the general public. It can support advertising campaigns by creating an environment in which the organization can survive.
How is public relations related to marketing quizlet?Marketing: researching, creating, refining, and promoting a product or service and distributing that product or service to targeted consumers. Public Relations: values-driven management of relationships between an organization and the publics that can affect its success.
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Why is public relations often overlooked as a tool for supporting product marketing objectives
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