Is your PR team working closely enough with demand gen and content?
Meeting a new client recently, I was asked if business/trade media is still worth investing efforts in, when social and digital channels are so much more trackable and targeted.
Especially in B2B when you're often targeting a very specific audience. My honest response was 'less than it used to be'.
But I still don't think it's worth writing off.
The best campaigns I've worked on have been where PR and content strategists work hand in hand from the start.
In this report that I worked on recently for Moneyhub, the PR team provided input on the research survey questions before it was commissioned, so they had confidence they could work with the data and could start planning their media outreach.
It's really easy for PR and digital marketing teams to fall into siloed ways of working. They only find out about what they're working on when it's launched. By then it's too late to do it justice.
I'm a big advocate for PR teams being included in content planning workshops. They often have great ideas for topical hooks or trending topics.
To illustrate the point in upcoming workshops, I'd like to find more examples of PR & content marketing teamworking in action. Please drop me a line if you'd like to chat about the ones I already have.
