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
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
Deep Link vs. Universal Link: Which One is Better?

Deep Link vs. Universal Link: Which One is Better?

Are universal link and deep link the same thing? There are some big differences, let's understand them.

Stefano Pisoni
Stefano Pisoni 17 March 2020
Read more
How to Encourage Customers to Post Photos about Your Brand

How to Encourage Customers to Post Photos about Your Brand

Visuals impact buyer behavior – there’s no doubt about it. But not just any visuals will have the impact you planned on your eCommerce marketing strategy. If the only images your customers see in relation to...

Luisana Cartay
Luisana Cartay 8 June 2016
Read more