As humans, we naturally seek out motifs and similarities to interpret and categorize the world around us. One hundred thousand years ago, these instincts allowed us to survive in a harsh and hostile world. As humans evolved, we carried this natural tendency to organize the world by its comprehended sameness into the societal arrangements “weve created” — often with negative consequences.
This is undoubtedly true at work. Leaders separate employees by chore persona, responsibility and self-discipline. Sales is there. Human assets is over here. Marketing runs upstairs. Product stays out back. In many instances, each group pursues unique missions and purposes underneath its own chain of command. Frequently, one group has no idea what the other groups do the working day or how they achieve their results.
While this innate need to organize provided us well as hunters and gatherers, it often get in our way in a more complex world. Separating people by roles, responsibilities or disciplines often prevents them from realizing the potential benefits that come through collaboration. Setting up artificial silos also limits opportunities for building organizational efficiency and effectiveness. Even worse, rivalling silos often find themselves working at cross intents that undermine their objectives and broader organizational goals.
A New Evolutionary Phase
Humanity is in the midst of another evolutionary period as we move into the digital age. As more of our collective employment lives online, the artificial boundaries that separate us has been increasingly restrictive. It’s why business leaders pay so much attention to consultants who promise to help destroy the silos within their organizations. To some, this talk may seem like the corporate flavor of the month. However, real opportunities exist for removing existing barriers to align seemingly distinct subjects underneath a unified mission. This is particularly true when it comes to the boundaries separating public relations( PR) and marketing.
Digital is Everywhere
Before the internet, marketing professionals drove sales through print, radio and television advertising. To gain insight into what their audience wanted, marketers performed extensive focus group operate alongside product research and testing. And apart from marketings, circulation and Tv ratings, marketers had little information to judge the effectiveness of their activities once they liberated their campaigns into the wild. As a make, marketing costs were often massive, unwieldy and unpredictable elements of a company’s annual fund. You are aware of the quote from John Wanamaker( 1838 -1 922) “Half the money I spend on advertising is squandered; the hassle is I don’t know which half.” Oh, how things have changed.
Today, digital canals are always front and center in marketing campaigns. What’s more, marketers can use digital tools to precisely target an audience based on their online behavior while gaining near-instant feedback on campaign performance. Under these conditions, marketers can attach precise results to advertising activities, so business leaders can accurately predict their return on their advertising dollars. It’s understandable, then, why many business leaders would let marketers do what they do and push everybody else off to the side.
PR is More Than Just Media Relations
In many organizations, PR sits in a separate silo removed from marketing wholly. Once upon a day, PR focused primarily on media relations to gain increased exposure for their clients through media mentions. So perhaps it shaped appreciation to keep these two self-disciplines separated. However, as digital canals began to usurp the bequest media’s audience, PR professionals expanded their work into the digital realm just like their marketing counterparts. While media exposure is still an important goal, PR now likewise focuses on bolstering a company’s SEO presence and using digital tools like social media, email, podcasts and video to boost an organization’s visibility.
PR professionals have always had a keen to improve understanding of their target audience. Back in the media relations periods, the audience was a key determining factor for the media opportunities PRs pursued. Today, picking the right audience was as important. But PR professionals now have access to the same digital tools marketers use to target their audiences with pinpoint accuracy.
Violate Down the Barriers
The digital change has pushed PR and marketing workers closer together than ever before. But, some organizations still see these as distinct and separate disciplines, even though they pursue the same goal use many of the same techniques. Let’s look at both areas a little closer.
At its core, marketing is about conjure an organization’s profile among a targeted audience. The point aim often differs. Sometimes it’s a sale. Sometimes it’s a contribute. Other occasions it’s a gift or a new client or patron. But no matter the transaction, the process ever begins by reaching out to the public with some sort of strategic message.
Like marketers, PR practitioners use techniques like content marketing to raise an organization’s profile with a strategically picked audience. PR professionals are lords at developing contents that resonate, so the task they grow drives outcomes. What constructs this group different is that they can also incorporate media outreach into a broader marketing strategy, which is a skill many marketers lack.
All Marketing is PR
In a digital world-wide that shares many of the same tools, all marketing activities become some form of PR. That’s why making artificial walls between the two self-disciplines constructs little sense. Companies that tear down these walls and allow PR and marketing to collaborate under a unified strategy realize considerably better results than those that don’t.
When marketing and PR workers escape their silos and begin fully collaborating under the same strategy, amazing outcomes will follow. PR begins the process by name target audiences and constructing messaging. With those critical elements in hand, marketing professionals can use advertising, measuring, and content creation tools to design more effective campaigns. PR professionals then close the loop by using the resulting marketing resources to strategically target media opportunities that align with the campaign’s overarching goals and objectives. Under this unified modeling, PR can drive every part of an organization’s digital marketing outreach.
No more confusion. No more turf wars. Instead, it’s a group of communications professionals applying their abilities and tools to move the needle for the company.
Cohesive Units Bringing Stronger Results
It’s eventually time to eliminate the walls separating your marketing struggles. So long as your PR strategy is in tune with your target audience, it should be incorporated into all digital activities, from content marketing to social media to email marketing to video and more.
Our instinct was to categorize these activities as different all those years ago, thanks to millions of years of evolutionary training. However, that same evolutionary principle has now built PR and marketing more alike than different. So, why hold on to the old way of thinking? Unleash these subjects to collaborate and learn what you can achieve.
Featured Image courtesy of Mapbox, via Unsplash
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