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
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...

Salman Sharif
Salman Sharif 7 July 2017
Read more
A Year of Lockdowns: Consumer Spending Habits

A Year of Lockdowns: Consumer Spending Habits

Staying at home has changed the world. We’ve witnessed the way consumers around the world have adapted to change, but also how the advertising industry and their clients responded to these shifts. By Mike Gray...

MiQ MiQ
MiQ MiQ 25 November 2021
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
Top 10 Skills to Become a Rockstar in Digital Marketing

Top 10 Skills to Become a Rockstar in Digital Marketing

Technology is continuously evolving, prompting marketers and entrepreneurs to dive into digital marketing to increase brand awareness, reach their target market, and ultimately drive sales and profit. 

Jessica Andriani
Jessica Andriani 7 September 2018
Read more