In your classic agency, the public relations (PR) and marketing teams operated in different spheres. Your PR team focused on media relations — getting the names, identities and personalities of your clients on television, in print and on the radio. On the other side of the office (literally and figuratively), your marketing people spent their time connecting your clients’ products with customers.
That approach made sense under 20th-century best practices. PR and marketing teams had different goals, tactics and techniques for how they accomplished their jobs, even working at cross-purposes if you weren’t careful.
Let’s face it — the internet changed all of that. Customers, clients and media outlets can now search for products and companies that interest them without ever interacting with any of your traditional public relations and marketing efforts. Your agency needs to do the hard work of adapting to the new digital landscape, and it starts with aligning your PR and marketing efforts with a digital-first approach.
Acknowledge The Reality
People are online. They use the internet, and they love social media. This isn’t going to change anytime soon. We understand this implicitly, but sometimes it helps to see numbers that reflect this reality — especially if you need to convince your leadership team that it’s time to align your PR and digital marketing efforts.
For example, according to the Pew Research Center, 79% of adult Americans who use the internet use Facebook. And a study by Nielsen states that “92% of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising — an increase of 18% since 2007.”
We get it — your team is worried that your old tactics might not work any longer in a vacuum, but we believe they will still have value if your agency unifies its communication efforts.