The Marketing Corner: Using PR to Extend Campaigns

PR can be used synergistically with marketing to create better campaigns.
The Marketing Corner: Using PR to Extend Campaigns
People hold their smartphones around a conference table in France on Jan. 5, 2016. Effectively partnering public relations with digital advertising could generate positive results for small businesses. (Lionel Bonaventure/AFP/Getty Images)

Marketing has long been one of the best tools in generating revenue for companies.

Public relations (PR) was thought to be a standalone tool and in some case a “nice to have.” But, it is clear with the advent of technology and the use of big data, the two can work in tandem to allow messages to become more personalized. PR can be used synergistically with marketing to create better campaigns.

At the start of marketing campaign development, factor in the social elements that are under consideration and how it can be married with PR tactics. This can assist in expanding the social footprint and generate more engagement by a desired audience; also known as “earned” media.

For example, if you have Facebook video element (know as paid element) in your campaign, more exposure can be garnered by using a PR tactic of pitching an appropriate web publisher to include an editorial about your product/service and a link to your Facebook video. This encourages more traffic to the Facebook video and heightens awareness levels from the audience targeted.

The outcome is to place your business higher on the purchase consideration set and converts this consumer into a customer. This is just one instance of PR and marketing working together. There are many other scenarios that can be deployed.

The use of “owned” media also has a place in your company’s marketing plans. PR can drive awareness of owned media and have those resources work harder too. Owned media include company website, company app, and company blogs to name a few. Consider how owned media can be used to extend the messaging of your paid campaigns and garner earned media value. Earned media value allows an extension of messaging and stretches your working marketing dollars.

If you are not sure where to start, enlist the aid of an expert. An expert doesn’t always have to cost money. Sometimes, you can rely upon your current paid partners to help guide you along. Leverage those whom you already partner with to ensure that you get the most mileage.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (a self-help advertising guide), available at Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]