Article

Creating a Unified PR Strategy

Brand awareness, a cohesive brand identity, increased web traffic and revenue can all be accomplished.

Ensuring your content marketing and PR is aligned is important because:

  1. It creates a unified voice for your company.

  2. Both disciplines need each other to create an impact.

  3. It works - the average website conversion for companies with defined processes is more than twice that of companies without.

Making the unified voice a reality is easy if you follow these four steps…

Step 1: Create a vision statement

A vision statement should outline what your company wants to be. Having a shared vision will:

  • Help employees set goals to advance your company.

  • Motivate and empower employees.

  • Inspire your customers.

Start the process by asking yourself these questions:

“What do we do – and for whom?”

“How do we excel?”

“What do our customers and other stakeholders value most about our company?”

“How do we measure our success?”

“What is our ideal future?”

Step 2: Create a content plan

56% of marketers are doing content marketing without a plan - don’t be one of them!

To create a content plan you need to:

  • Identify your personas.

  • Understand what content gaps are missing.

  • Create content ideas and an editorial calendar.

  • Have a publishing process, which ensures content is of a consistent quality and on-tone.

  • Understand how to distribute your content.

Step 3: Plan your PR strategy

You’ve got your vision statement, some unique content to promote, but now what? Well you need a PR strategy, which should include:

  • A summary of the challenges you’re facing and what you want to achieve from the campaign.

  • How you will achieve the goals including the tactics you will use.

  • What types of people you want to target.

  • The publications, websites and social media platforms that you will target during the campaign.

  • An action plan for who does what and when.

Step 4: Two becomes one!

To work successfully together, departments must share plans - communication is key to making it a success.

DO:

  • Repurpose content

  • Share resources

  • Share successes

DON’T:

  • Release conflicting messages

  • Use different tones and styles

  • Duplicate work

Communicate your brand story with a unified voice throughout PR and content marketing. Download the eGuide now: How to tell your brand story in the changing media environment

 

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
18 Effective Ways to Grow Your Business with Facebook

18 Effective Ways to Grow Your Business with Facebook

With over 2.13 billion active monthly users worldwide, Facebook remains the most popular social media platform year after year. And while the beginning of 2018 has seen the network’s trust put into question amid a large-scale data breach, projections still see Facebook’s user base increasing well into 2019. In short, Facebook remains an unbeatable force in the digital (and social) sphere.

Courtney Baird-Lew
Courtney Baird-Lew 13 April 2018
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
Why businesses need to adopt ‘design thinking’ to improve digital experiences

Why businesses need to adopt ‘design thinking’ to improve digital experiences

This article discusses the importance of design thinking and why it should be at the heart of every business wanting to successfully implement digital transformation for a better digital experience.

Sylvia Jensen
Sylvia Jensen 11 April 2018
Read more