{"id":138853,"date":"2022-03-22T15:51:58","date_gmt":"2022-03-22T14:51:58","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=138853"},"modified":"2022-03-22T15:51:58","modified_gmt":"2022-03-22T14:51:58","slug":"do-pr-and-marketing-make-a-perfect-comms-couple","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/do-pr-and-marketing-make-a-perfect-comms-couple\/","title":{"rendered":"Do PR and marketing make a perfect comms couple?"},"content":{"rendered":"

Public relations and marketing \u2013 two interlinked comms functions whose connection has been under debate for years. Since at least the 1970s, in fact, according to Stephen Waddington<\/a>, who led our latest webinar on the subject, \u2018PR & Marketing: The Ultimate Power Couple?\u2019.<\/strong><\/p>\n

Sign up to watch the webinar<\/a>.\u00a0<\/em><\/p>\n

\u2018In researching our \u2018Trends in the integration of marketing and public relations\u2019 white paper, I found a piece from 1978 highlighting how the two functions should work together. That relationship in the headline is always going to be situational depending on size and scale, but there\u2019s one thing that\u2019s certain; this debate has been going on for 50 years and will keep going.\u2019<\/p>\n

Download the white paper \u2018Trends in the integration of marketing and public relations\u2019<\/a>.<\/em><\/p>\n

If this is a conversation that hasn\u2019t yet started at your organisation, whether you\u2019re working in-house or agency-side, take advice from Stephen, Mastercard<\/a>‘s Suman Hughes and Hotwire Global<\/a>‘s Tara O\u2019Donnell shared during the webinar to consider the benefits of bringing your PR and marketing functions closer together.<\/p>\n

Is this a debate for everyone?<\/span><\/strong>
\nAs pointed out by Stephen, the CEOs, customers and celebrities that PR and marketing teams serve won\u2019t really care so much about what is integrated and what isn\u2019t \u2013 what matters is that the results are good. Who it is important for is those working towards the results, who have had to weave key messaging and strategy, such as ESG, into every aspect of their planning and actions over the last few years.<\/p>\n

\u2018The pandemic has led to a reappraisal of organisations,\u2019 believes Stephen. \u2018Teams need to work together to understand their business\u2019 place in the market and in wider society.\u2019<\/p>\n

\u2018An idea can start from anywhere\u2019 \u2013 Mastercard\u2019s Suman Hughes on the in-house perspective<\/span><\/strong>
\nOn taking on her current role as Mastercard\u2019s director of communications, UK, Suman Hughes joined a comms team already integrated. PR and marketing work closely together to communicate the brand\u2019s message to its global audience and worldwide workforce and this connection aids every part of their strategy and execution.<\/p>\n

\u2018Working as one team means offering a single unified voice. Whether it\u2019s marketing, comms, public policy, HR, accounts, it all comes back to our employees and them as brand ambassadors \u2013 we talk as one, as Mastercard.<\/p>\n

\u2018Integration means we can pool our resources and break down silos to make the most of what we have, making the biggest impact for our stakeholder groups and audiences.<\/p>\n

\u2018It\u2019s a global model that we run \u2013 not just across our international team, but across all our agency groups, too \u2013 we approach every piece of work this way, from paid, owned and earned. An idea can start from anywhere and become a campaign that\u2019s holistic. It\u2019s a level playing field and it makes it super-interesting for me to do my job.\u2019<\/p>\n

\u2018It\u2019s all about business impact\u2019 \u2013 Hotwire Global\u2019s Tara O\u2019Donnell on the agency perspective<\/span><\/strong>
\n\u2018In teams that have integrated marketing and PR, it\u2019s all about business impact and how you measure it. When companies work in this way, it is more efficient, but depends on the organisation.<\/p>\n

\u2018When companies had to go into \u2018protect revenue\u2019 mode in 2020, we realised that many were struggling because traditional marketing channels had shut down. Our comms clients, maybe for the first time, were tasked with having business impact \u2013 everyone in their organisations were tasked with improving business results. That\u2019s what led us to look at what we do and evolve it to impact reputation along with revenue.<\/p>\n

\u2018We\u2019ve found it\u2019s an incredible marriage; reputation to revenue resonates across the board. If you\u2019re talking to a comms client about thought leadership \u2013 you\u2019ve based it on insight about an audience they\u2019re trying to reach; you should do that with your marketing anyway. You can use that insight all the way through the pipeline.<\/p>\n

Is integrating PR and marketing for you?<\/span><\/strong>
\n\u2018It\u2019s a really natural progression of using what you\u2019re already creating to have different impact,\u2019 says Tara.<\/p>\n

\u2018The value to clients is really simple to show; our comms clients will understand it and our marketing teams do, too. It\u2019s not necessary that they always work together, but we can show that there will be business impact when they do.<\/p>\n

\u2018From a comms point-of-view, to be able to go to the business and show how you\u2019ve impacted revenue\u2026 that ability to show value is incredible.\u2019<\/p>\n

\u2018Give it a go!\u2019 says Suman. \u2018If you\u2019re really clear on your business objectives, you\u2019ll all be pulling in the same direction\u2019.<\/p>\n

Watch the fullPR & Marketing: The Ultimate Power Couple? webinar here<\/a> for more on integrating your comms functions. <\/strong><\/p>\n

The white paper, \u2018Trends in the integration of marketing and public relations\u2019 , can be downloaded here<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

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