While PRs focus on building and maintaining an image, marketers focus on selling it.
This piece states that since both PR and marketers use content to achieve their objectives, aligning their goals can help brands get a higher ROI. Communication teams which use a holistic approach towards marketing and PR can lead to increased leads.
Integrating the two functions can help brands reach their target audiences in a highly targeted manner. This integration can further support brands in preventing crisis and maintaining the brand image more effectively than PR or marketing can do on their own.
By bringing both teams together, businesses can generate improved, thought-provoking and engaging content with expert inputs from both the teams. The author further suggests that brands should streamline content development by synchronising editorial calendars between the teams and encouraging them to promote events together.
[5 minute read]