The Importance of a Joined-Up PR Approach
We all know how important it is to keep the different elements of a business ‘in sync’ – from sales to marketing, finance to operations.
Communicating priorities, business aims and responsibilities across different departments helps keep everyone on track and working towards the same goal(s) – in line with a company’s mission.
So why do companies often keep PR on the periphery? And fail to set up effective communication between PR and other departments? Many organisations forget that PR is there to provide added value, particularly in areas that are so important for sales and marketing, such as lead generation, brand awareness and credibility.
Sales and marketing should – and will for many businesses – regularly meet and ensure they have a joined-up approach, in order to support each other as best as possible, and to help achieve respective goals. PR, even as an external resource, is best included in this team. They need input, understanding and feedback in order to deliver the best service.
To get the most from your PR your team, you should ensure that they have a key contact or a line of communication with sales and marketing. Ensuring this happens from the outset will deliver a range of positives for your business, your internal team, and your PR team. Without the opportunity to build a relationship with sales and marketing, your PR manager will be working against the tide, trying to find and request the most up-to-date information, goals and resources (imagery, targets and even news!)
So, what benefits will keeping in sync have for you and your PRO?
Avoiding missed opportunities
More information often equals more opportunities. Whether those are reactive (responding to journalist requests) or proactive (pitching news and ideas), the more material PR teams have to work with, the more opportunities they can often find. This can range from events and speaker placements, to awards, article placements and spokespeople interviews. Sometimes what seems mundane or not newsworthy to your team will strike a PR chord or will be worth filing for future use. Including your PR manager in the loop as much as possible will help them to find and generate many opportunities for your business, as this is where their expertise comes in.
If communication lines are open between PR, marketing and sales, it is far easier to prepare. When PR are prepared in advance they can advise you on the best way to utilise any news or materials. They can make an early request for resources, such as imagery and details, they will need to create a press release, which will save a last-minute search for materials.
Passing on news or updates last minute, or through a third party, can make deadlines much tighter, and the life of PR professionals far harder. In order to align with your schedule and plans, the earlier PR hears about it, the better. They can then offer the necessary support and bring any updates, launches or news into the PR plan. Of course, last minute news and reactives are always to be expected and should be expertly dealt with by your PR team, but if it doesn’t have to be rushed, then it shouldn’t be.
A more targeted service
Including your PR manager in monthly or bi-monthly marketing and sales meetings can be beneficial to ensuring you get completely targeted service. If PR know about it, they can work out a strategy to support. This covers everything from trying to reach a new target audience, to boosting website traffic. For example, your PR team can search and aim to find ways to help get your content in front of new audiences through their mediums, or will know to include certain SEO words in blog or press release content they are drafting.
Clear, two-way communication and regular input from sales and marketing saves time on the PR account. When information is being fed directly, they can work more efficiently and will not be wasting time chasing for materials or news. The more information they have about sales and marketing goals, the better they can work to contribute to helping achieve those aims.
Happier sales and marketing
External PR service providers aim to support the work of others in your business, as well as their own objectives. Being in sync with sales and marketing benefits all and keeps life simple. Marketing, particularly social media, can often utilise PR materials for their work, giving them an edge and boosting the value of any activity undertaken.