Dec 19, 2013

Exploring the Convergence of Marketing and Communications

CommsRTBlog

Business Development Institute and PR Newswire co-hosted the final communications roundtable of 2013 featuring Bloomberg’s Head of Marketing Communications, Deirdre Bigley, as the guest of honor. Moderated by PR Newswire’s CEO, Ninan Chacko, the conversation explored how blurred lines between PR and marketing are impacting communications and what it means for the future of business. Ms. Bigley shared some of the ways that Bloomberg has sustained a successful brand by embracing the current convergence.

PR, marketing, and social media work together as a team

Bloomberg’s marketing department has existed for only four years, but quickly adapted to the new era of communications. Instead of differentiating between departments, PR, marketing, and social media have formed a committee that focuses on building an infrastructure for lesser-known Bloomberg subsidiaries. While the desire to take ownership of a campaign’s success can be a challenge, it is ultimately understood that overlapping expertise between units is the committee’s greatest strength.

View content from a journalist’s perspective

The Bloomberg communications committee has taken a unique approach to content by viewing themselves as publishers instead of marketers. To enhance this method, the committee enlists the expertise of freelance reporters to help create focused content. “You’re not producing content for all the same audience,” says Ms. Bigley, “it’s important to understand your segment and who wants to follow you on this topic.” Journalists can apply their deep understanding of industry topics to find storytelling opportunities for the brand.

Use analytics to support a content strategy

Ms. Bigley acknowledges that analytics is a coveted skillset at Bloomberg because it plays a key role in helping content stand out amongst the crowd. Monitoring the type of media coverage a major story has earned as well as the influencers sharing it on social channels are some of the metrics used to develop their communications strategy.  The goal of using analytics is to identify patterns among segmented groups and discover niche markets to inspire new and relevant content.

Engage with social audiences

When social networking emerged there was an initial resistance at Bloomberg to actively engage.  It wasn’t until popular demand urged Bloomberg to combine their Twitter feed with their traditional news feed that the company realized the potential of social media.  According to Ms. Bigley, Bloomberg’s social audience viewing videos online is three times larger than its television audience. This astonishing figure is influencing the company’s future communications plans, with Ms. Bigley declaring that “The future of Bloomberg is video.”

The convergence of PR and marketing has shifted the traditional talent structure of organizations from one that differentiates skill sets, to another that unifies them. The new wave of collaborative communications leverages the strengths of both PR and marketing to develop inventive strategies for reaching target audiences. Future communicators should focus on building skills such as analytics, marketing automation, and producing multimedia to further develop the PR and marketing relationship.

To learn more about the convergence of marketing and communications, you can access our free, on-demand webinar “Alignment for Engagement: Unifying Marketing and PR Departments for Content Marketing Success.”

Shannon Ramlochan is the Content Marketing Coordinator at PR Newswire. Follow her on Twitter: @sramloch

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