PR and Marketing - a relationship that should be as complementary as 'Strawberries and Cream'

The traditional marketing and PR relationship within companies is changing and thank goodness it is.  No longer is it such a master/servant relationship where PR sits as something on the side, whilst marketing owns the communications with the customer. 

Inherently, marketing and PR people have different views and a complementary skill sets.  PR teams traditionally understand how to talk to journalists and influence the national conversations, whilst marketing arguably seeks to communicate the commercial benefits of products to end consumers.  

Some say that the marketing teams owns the direct customer communications and PR owns thought-leadership, but due to the explosion of digital and social, and the increasing number of channels there are for consumers to engage with; the focus should be less on which channel provides it, but how teams can work together to keep up with the insatiable demand for content out there, that is only on the increase.

Rather than worry about who owns what element of media the customer may engage with, brands today need to focus on building stronger, long-term customer engagement, rather than short-term customer acquisition and individual sales.  With smartphone adoption continuing to rise, with an estimated 2 billion consumers worldwide owning a smartphone at the end of 2016, the 'connected' customer, empowered by social networks and their digital devices, is increasingly dictating what they want, when and where they want it.  

So how can brands regain control?  Enter the importance of Content - from marketing or PR or any other source who has a good understanding of the brand and its customer values.  Brands that can deliver the right content, at the right time, to the right consumer, are more likely to win over a customer who is in turn likely to respond positively, want to shout about their experience and repeat!  

So whilst companies may be slow at changing their internal structures, they need to catch up quickly, as the reality is, the customer doesn't care who within a company is talking to them - they just want engaging, exciting content that speaks personally to them and adds value.  

To find out more about the changing digital landscape and how PR and Marketing can work together to more effectively engage their customers, book your place on the 1-day PR in the Digital Landscape course.

Back to blogs

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

T-6a0e2d55-230c-42e8-a31c-10df0377a1f0-1.jpg Corporate Training

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

T-70b2be21-1173-4376-bbda-a80bd2ca6f3d-1.jpg Marketing qualifications

We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

Close
Report a bug
X