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Last updated on 2024年4月8日

What are the common pitfalls and challenges of aligning publicity and marketing strategies?

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Publicity and marketing are two essential components of any successful business strategy. However, they are not always aligned or integrated, which can lead to wasted resources, missed opportunities, and inconsistent messages. In this article, we will explore some of the common pitfalls and challenges of aligning publicity and marketing strategies, and how to overcome them.

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Ashley Couto

4x CXO helping SaaS & SMBs scale to 8-figures | Keynote speaker | Follow for culture, hiring, ops & leadership | Ft…
Franziska Pugh

Creator Partnerships Manager
Teresa Potocka BSc Joint Hons

Broadcast Media Executive (CEO/Founder), Publicist, BaM Awards Judge, Published Journalist

1 Define your goals and audiences

One of the first steps to aligning your publicity and marketing strategies is to define your goals and audiences clearly. What are you trying to achieve with your publicity and marketing efforts? Who are you trying to reach and influence? How do you measure your success? These questions will help you align your objectives, strategies, and tactics across both domains, and avoid conflicting or contradictory actions. For example, if your goal is to increase brand awareness, you might use both publicity and marketing channels to spread your message to a wide and relevant audience. However, if your goal is to generate leads or sales, you might focus more on marketing channels that can directly convert your prospects into customers.

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Franziska Pugh

Creator Partnerships Manager
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Marketing directly influences consumer behavior and drives conversions, whereas publicity is focused on earned media, credibility and buzz to drive marketing efforts. For example, a brand can amplify a high-profile media placement (PR) through social or digital channels (marketing). The interplay between the two can achieve your goal, amplify your message and reinforce your brand narrative. To do this, ensure your voice and message is consistent across all channels, coordinate your timing between all efforts to complement each other and establish a real-time feedback loop to share insights and builds. If any of those are disjointed, your campaign can be weakened and potential brand damage.

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Isadora Hunka

Sócia e Diretora no IGT International Coaching
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Aqui usamos o valor do ticket médio do produto como uma premissa para alinhar estratégias de marketing. Na sequência pensamos no público. De forma objetivo essas s?o as duas frentes que mais levamos em considera??o para iniciar essa discuss?o.

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2 Coordinate your campaigns and messages

Another challenge of aligning your publicity and marketing strategies is to coordinate your campaigns and messages across different platforms and media. You want to create a consistent and coherent narrative that reinforces your brand identity, value proposition, and unique selling points. You also want to avoid sending mixed or confusing signals to your audience, or creating gaps or overlaps in your communication. To achieve this, you need to plan your campaigns and messages in advance, and use tools such as editorial calendars, content maps, and brand guidelines to align your content and tone across publicity and marketing channels. You also need to communicate and collaborate with your publicity and marketing teams, and ensure that they are aware of each other's activities and goals.

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Ashley Couto

4x CXO helping SaaS & SMBs scale to 8-figures | Keynote speaker | Follow for culture, hiring, ops & leadership | Ft. Forbes, Business Insider, Entrepreneur | Journalist | 5'0" redhead with 6'2" energy
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You also can't let marketing run your PR messaging. I've seen this too often in companies I consult for that their PR efforts aren't panning out and when I look under the hood, I realize that marketing has been in the driver's seat and PR is following their lead. Messaging for journalists, producers, and editors needs to focus on "why should anyone care about this and why is it news?" Marketing is consumer facing and driving people towards a sale. There should be cohesion between the two, but a copy and paste approach is problematic.

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3 Adapt to changing contexts and trends

A third challenge of aligning your publicity and marketing strategies is to adapt to changing contexts and trends in your industry, market, and audience. You need to monitor and analyze the external and internal factors that affect your business, and adjust your strategies accordingly. You also need to keep up with the latest developments and innovations in your field, and leverage them to create new opportunities and advantages. For example, you might use social media listening tools to track the sentiment and feedback of your audience, and use them to inform your publicity and marketing messages. You might also use emerging technologies such as artificial intelligence, augmented reality, or blockchain to create new publicity and marketing experiences and solutions.

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4 Balance your resources and expectations

A fourth challenge of aligning your publicity and marketing strategies is to balance your resources and expectations. You need to allocate your budget, time, and talent wisely, and prioritize the activities that will have the most impact and return on investment. You also need to set realistic and attainable goals, and manage the expectations of your stakeholders and customers. You need to understand the strengths and limitations of both publicity and marketing channels, and use them strategically and synergistically. For example, you might use publicity channels to generate buzz and credibility, and use marketing channels to drive action and loyalty. You might also use publicity channels to amplify and complement your marketing channels, and vice versa.

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Teresa Potocka BSc Joint Hons

Broadcast Media Executive (CEO/Founder), Publicist, BaM Awards Judge, Published Journalist
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In my experience, keeping the brand's voice front of mind at the intersection of publicity and marketing enables the two to unite in tandem. You should also consider the relationships between publicity and marketing in the context of channels and why this could limit the audience reach. Eliminating the duplication of efforts and collectively working together the publicity and marketing teams drive brand visibility, corporate positioning, support sales efforts. Ultimately contributing equally to the bottom line. Streamlining allows for consistency to follow at each stage of the sales funnel. Persuading public perception and brand management are not mutually exclusive. Brand credibility is a key part of building brand equity.

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5 Evaluate your results and feedback

A fifth challenge of aligning your publicity and marketing strategies is to evaluate your results and feedback. You need to measure and analyze the performance and outcomes of your publicity and marketing efforts, and use them to improve your future strategies. You need to use relevant and reliable metrics and indicators, such as reach, engagement, conversion, retention, and satisfaction. You also need to collect and respond to the feedback and suggestions of your audience, and use them to enhance your relationship and reputation. For example, you might use surveys, polls, reviews, or testimonials to gather feedback from your audience, and use them to refine your publicity and marketing messages. You might also use social media, email, or chat to interact with your audience, and use them to address their questions, concerns, or complaints.

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Karla Jo Helms ★

Chief Evangelist & Anti-PR Strategist… A Results-Ravenous Renegade: Master of Disruption!
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Regular, creativity-inspiring meetings support the synergy of messaging and promotional ideas between PR and marketing. These should be at least once a month, but not so often that they become a burden or fail to provide new information. The most successful companies plan their PR and marketing every quarter —they meet monthly to discuss the results — knowing what to tweak and strengthen. Each team should come prepared to share their efforts for the period, including: Messaging Images Overarching campaigns Statistics What is working and why What is not working — with an opportunity for brainstorming from both teams on how to improve

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6 Learn from best practices and examples

A sixth challenge of aligning your publicity and marketing strategies is to learn from best practices and examples. You need to benchmark and compare your publicity and marketing strategies with those of your competitors, peers, or leaders in your industry or niche. You need to identify the gaps and opportunities in your strategies, and learn from the successes and failures of others. You also need to seek inspiration and guidance from experts, mentors, or influencers in your field, and learn from their insights and advice. For example, you might use case studies, reports, blogs, podcasts, or webinars to learn from the best practices and examples of publicity and marketing strategies. You might also use networks, communities, or events to connect with and learn from other publicity and marketing professionals.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Karla Jo Helms ★

Chief Evangelist & Anti-PR Strategist… A Results-Ravenous Renegade: Master of Disruption!
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Recognize the Strengths and Differences: Marketing vs. PR Marketing focuses on driving traffic, acquiring prospects, and increasing sales through short-term campaigns. PR, on the other hand, aims for long-term visibility, thought leadership, and positive stakeholder relationships. While a single press hit can generate short-term attention, PR campaigns have the power to create lasting brand equity. Brand equity, the commercial value derived from consumer perception, impacts executive visibility, customer retention, recruitment, and overall business success. By coordinating marketing and PR efforts, you position executives as thought leaders, build trust, and engage stakeholders effectively. Together, PR & Marketing can 10X your exposure.

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What are the common pitfalls and challenges of aligning publicity and marketing strategies?

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1 Define your goals and audiences

2 Coordinate your campaigns and messages

3 Adapt to changing contexts and trends

4 Balance your resources and expectations

5 Evaluate your results and feedback

6 Learn from best practices and examples

7 Here’s what else to consider

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