With companies testing their ability to build a better customer experience by applying a more customer-centric approach, there’s a powerful case for collaboration between digital marketing and Public Relations teams to do this.
Public Relations firms want to refresh their techniques and digitise their output, so collaborating with digital marketing firms is a match made in heaven. Digital marketers can use traditional Public Relations as part of their plan with new contacts and opportunities.
Here we have the main reasons for which Digital Marketing firms and Public Relations Firms can collaborate to get the best from the market:
Finding Common Purposes
Planning co-ordinated campaigns that use the most reliable that digital marketing and Public Relations have to offer can increase reach, production and influence. When collective goals align, firms can find innovative ways to work together to everyone’s advantage.
Sharing Skills
The system of communication is evolving and with the explosion of social media and online channels over the last few years, the requirements of clients are increasing and the demand to master new platforms is growing.
Clients have distinct expectations for the kind of service that PR companies should be giving. It would take numerous financial resources, time and energy to build in-house teams that can give the type of digital expertise that certain platforms need and it can also be challenging to successfully monetise the offering.
Operating with a digital marketing company can support to fill gaps in web design, content, social briefs. Social media and content production are especially in-demand areas.
PR companies can offer special skills based around traditional media communications that are usually neglected in digital firms. This can help customers to reach various audiences that digital marketing can miss and presents a truly integrated approach.
Highly Reactive Content
The digital aspect is always shifting and demands a reactive strategy to the amount of real-time issues and trends that are going on across numerous social platforms. Social media keeps firms on their toes and digital marketers are proficient at this type of social marketing.
This lends well to supporting PR firms with the type of short-term, reactive content that their customers might ask for. Digital marketers can help with content strategies that expect seasonal trends and have the ability to assist with reactive social content that drives customer and client activities into account.
On the other hand, Public Relations firms are experts at building long-form, responsive content, such as highly-thought leadership pieces, complete press statements and they understand how to work with and connect with media agencies. This can be necessary for online marketers that require help with a campaign that agrees with traditional media and they don’t have the best connections.
Data Analysis is an essential
One of the most prominent advantages of operating with a digital marketing company when you’re a PR firm is the data analysis expertise and abilities that you can get into. Being able to control how strong your campaigns are working enables you to pivot, make corrections and improve your campaigns next time.
Holding the software to monitor communications and connections across a extensive range of social platforms is necessary for any modern business campaign. Having this type of knowledge at your fingertips implies that PR firms can have a reporting suite and data to communicate and explain how a campaign is working to a client.
More data provides more insight into the accurate and adverse aspects of a campaign and allows PR firms to advise and instruct their clients on what step to take next based on exact data analysis. This learning will help to enhance, develop and increase the campaigns being delivered.
Providing Connections to each other
Both digital marketing firms and PR firms can give each other with a complete host of engaging and relevant contacts to promote campaigns. By collaborating, this little data of contacts can be shared and utilised.
PR firms tend to have a large list of media contacts and connections that can be drawn into for marketing campaigns that practice traditional forms of media. Whereas online marketing firms might have connections with Digital-based contacts, such as digital influencers or online service providers.
Trusted media and productive contacts can be difficult to come by when you’re venturing into an unexplored area, so having online agencies and PR firms that can maintain for contacts can turn a campaign around.
Combining Public Relations and Online marketing powers such as PR outreach or extremely targeted paid ads can support agencies and companies to create more strong campaigns and overall marketing strategies.
