The Conversation Group occupies an interesting niche. Our clients come to us because we understand social media. They value our ability to uncover the new influencers and engage them on blogs, social networks, or other digital venues. Their objectives often require a mix of media relations and marketing initiatives. This split between pr and marketing can be difficult sometimes.
A client may have a BHAG like “increase our valuation by 50%.” In part, that’s a matter of perception and thus a job for public relations. PR deals with people’s perception of events, brands and products. It’s a difficult discipline to pin down in terms of ROI yet most everyone can point to examples of artful PR initiatives, even if they are unaware that an agency was behind the article or TV spot.
Marketing is about influencing behavior. Another client’s BHAG may be something like “let’s increase sales in our online channel by 50%.” In order to achieve that goal, marketing strategies and tactics are employed to influence behavior. A successful marketing campaign will cause more people to purchase the product online.
What happens when you integrate the two practices? Can behavior and perception be influenced by the same agency? I believe the answer is yes. This is a new take on integrated communications. At the end of the day, this is what our clients are asking us to do. Integrating pr outreach with marketing programs has the potential to drive consumers in the direction that a brand desires.
Public relations and marketing each have their strengths and weaknesses. Together, they augment the weak spots of each discipline. Such augmentation is difficult at best when two teams handle PR and marketing separately. That’s why I think The Conversation Group will continue to deliver real results for our clients. We are able to move the needle on perception and behavior all under one roof.