Beyond PR

Feb 20, 2017

4 Tips to Align Marketing and PR


While both marketing and public relations are essential to a cohesive plan to attract more customers and make a name for your brand, often there’s a disconnect between the two departments. It’s often the case that one branch doesn’t know what the other is doing. They often don’t have aligned goals.

arrow-838404_1280So how can you get PR and marketing back on the same page?

Start Meeting Together

It makes sense that if you want to align the two departments, you should meet as a unit. This is your opportunity to work on establishing overall goals that both halves can work on, as well as get updates on what everyone is working on.

The meetings don’t have to be long, but they should be fairly frequent so that nothing slips through the cracks.

Get a Plan for Every Marketing Campaign

Let’s say you have a big spring contest coming up. How can both marketing and PR support it? This is where those meetings come in handy!

You could decide that to promote the campaign, you will:

  • Announce a contest on your blog, social media, and via email
  • Publish a press release about the contest
  • Pitch journalists in your industry to share the contest in articles
  • Hold a Facebook Live event to announce the winner
  • Conduct interviews with the winner and post to various channels

You see that both marketing and PR are involved in this plan, and one can support the other. Set up metrics for each activity, and put each department in charge of those results.

Identify Issues and Obstacles


Sometimes the misalignment between two departments is due to challenges that create roadblocks. Maybe the folks in PR aren’t as tech-savvy as those in marketing, and they just don’t understand why they need to go digital.

Or maybe one department has a bigger budget, and the other is resentful of that fact. Whatever the concern, address it. You’re on the same team. Start acting like it.

Set Goals Together

As one team, you need to have cohesive goals. That means staff on both marketing and public relations teams get a say in establishing those objectives. Make it a democracy, and let everyone get a vote.

Use those goals as metrics to measure against on both sides. Every day, both departments should move the needle, if only slightly, in favor of those goals.

Marketing and PR are two sides of the same coin. They should work in harmony, not counter to one another. It may take deliberate effort to align, but you’ll see better results happen faster when you do.

Images: Pixabay 1, 2

1 Comments on Blog Post Title

­ Paras 08:03 EST on Feb 21, 2017

Great Content !

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