Tips on Integrating Your Marketing and Public Relations Campaigns

By Jan Goebel

As the economic downturn continues, are you under pressure to get fast results, yet spend less money? If so, this is what you should be asking your company:

1. Are you worried that you may have to cut back on advertising, direct mail, trade shows, or public relations?
2. Do you have a “silo” approach to marketing and public relations?
3. Do you sometimes feel that PR is portraying one image of your firm and marketing another?

Many companies are facing these challenges and many more. One way to maximize your dollars while building awareness for your company’s products and services is to integrate your marketing and public relations programs. A full-service agency can help you unify your messaging so you can quickly start finding qualified leads and attracting more customers.

Following are several tips to remember when merging your sales, marketing, business development and PR into a single cohesive strategy.

1. Know What You Want to Achieve
Competition for brand recognition has never been more fierce and those that are attempting to enter new markets or position themselves as thought leaders are facing an uphill battle. Taking the time to adequately plan and consider which marketing communications tools will be most effective is paramount to success.

Knowing what results you want will also determine the mix of marketing communications tools and tactics you’ll need to use -- advertising, direct mail, Search Engine Optimization (SEO), public relations/earned media, corporate and executive visibility programs, awards programs, etc. You are much more likely to be successful if you take the time to consider what your ultimate goals are first.

2. Determine What You Have and What You Need
Many companies have internal design and editorial staff who can build and manage complex Web sites, pitch editors, write articles, and design comprehensive trade show promotions. Once you know your internal strengths, you can better determine what outside resources you’ll need.

3. Choose Carefully
Both marketing and public relations tools and tactics enable organizations to connect with an audience and deliver the message at the right time. Look for an agency with expertise in a number of disciplines – branding and identity, media relations, corporate communications, graphic design (online and print), PR, advertising, direct mail campaigns, etc. Look at portfolios and case studies. Ask for references. And above all – be sure to meet the individuals who will be developing your marketing communications plan and executing your projects on a day-to-day basis. Visiting the agency's location is also strongly recommended to make sure that what a sales person is promising you at your office, is truly what they can deliver at their office.

You’ll significantly benefit from an integrated marketing communications strategy with:

• Comprehensive planning – Working with experts from a variety of marketing communications disciplines, your strategic marketing communications plan will contain elements of each – tailored for you, with just the right “mix” of branding, advertising, design and communications.
• Cost control – With a single point of contact – your agency project manager – you’ll no longer be in danger of not having the resources to meet all of your goals. One agency will manage it all – from your trade show booth design and show campaigns to your executive and corporate visibility programs to your print and online activities.
• Consistency – Possibly the biggest benefit of working with a full-service marketing communications agency is consistency in look, feel and message. All the materials your agency creates for you should communicate carefully crafted messages, with a consistent look and feel throughout all materials – whether online or offline, print or spoken.

Provide maximum business value to your company – integrate your marketing and public relations efforts and develop materials with a consistent look and feel. Be sure to carefully tailor your marketing and public relations efforts to your audience and select a firm that will deliver on time and on target.

Jan Goebel has advised businesses and non-profits in the greater Washington, DC community for over 20 years, combining strategic communications planning with proven public relations tactics to support organizational goals. Jan’s core competencies include long-range planning, media and industry consultant relations, executive visibility programs, trade show and event management, corporate and product launches, issues management, and writing and editing. Her extensive client experience includes business-to-business and business-to-government consulting to small, medium and large enterprises, such as Tier Technologies, the School of Law at George Mason University, Teleglobe Communications Corporation, the Information Technology Industry Council, Sentrillion, Network Conceptions, the Commonwealth of Virginia Information Technology Symposium, and Teydo BV.

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