Beyond PR

Oct 15, 2012

May The Forces Be With You: Collaborative Communications

It’s not uncommon to hear about the difficulties communications silos create for an organization.  However, we don’t hear too much about the benefits derived from a collaborative communications environment. During a session with Nicole Ravlin of PMG Public Relations (@PMGNicole) at this year’s PRSA International Conference,  attendees heard about the importance she places on collaboration.

“It’s not about ownership any more but about collaboration,” she said.  By collaborating, you receive shared outcomes and shared rewards.    If the PR Deparment works with Marketing who works with whomever handles social media for your company, everyone will have a more unified message.  As a result, SEO increases, as does engagement.

Sometimes it is tough to convince management to do this since, they’re so used to traditional models, but taking baby steps may help.  After all, in today’s connected world, one department’s owned media can be the basis for generating another group’s earned media.

Speaking of engagement, Nicole reiterated the importance of all of us being publishers today.   I must agree that publishing intriguing content consistently has become important in today’s world of content marketing.  Nicole also suggested using customer engagement as content.  Consumers love to help in any way they can.  They like to get involved with a cause or watch a business grow.  Ask them what they want.

The bottom line, Nicole advised — listen to your customers and team up your internal resources to increase the effectiveness of your marketing and communications strategy.

Sara Whitner is a business development manager for PR Newswire.

Collaboration is key for modern PR.  What else characterizes our profession today?  Tell us what you think PR is by tweeting with the hashtag “#PRis.”

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