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Mike Lieberman, CEO and Chief Revenue ScientistMon, Sep 4, 2017 3 min read

Are Your PR and Marketing Strategies Aligned?

{}Public relations (PR) and marketing are two key concepts within the world of sales that, when deployed in tandem, work to create the best public persona possible for your business. Together, they work to drive sales, establish healthy relationships with consumers, and look towards long-term success.

There is often an overlap between PR and marketing strategies, so it’s important that both departments are on the same page when it comes to brand unity and consistency across all media.

Are your PR and marketing strategies aligned? If they’re not, you may be doing yourself a disservice and hurting your bottom line.

PR Is Tried and Tested

PR is cost effective, reaches a wider audience, and generally has greater longevity than any kind of advertising; an article about your business will be remembered far longer than an ad.

PR also serves to create a greater sense of credibility to the public. If an objective third-party source (e.g., a magazine, newspaper, or online news outlet) is featuring your company, you must be doing something worthwhile.

Marketing Communicates Value

There exists the “Four Ps” of marketing, which describes:

  1. identifying and developing your product;
  2. determining its price;
  3. choosing a distribution outlet to reach the consumer’s place; and
  4. the development of a promotional strategy.

Simply put, these describe marketing as a form of communication between you and your customers with the goal of selling your product or service to them. Seeing as how communication is key in this process, the tools used by PR teams can be similarly applied to marketing efforts, the two effectively working together to sell your product.

PR and Marketing Can Work Together

PR and marketing teams both seek to promote business in a way that generates positive appeal and buzz and yet also serves to sell the product or service to customers. Together, they can strike a fine balance between old-school PR methods and new-school marketing strategies to attract leads and drive sales.

Together, they can pitch the effective and engaging content you create in a manner that highlights your company’s reliability and expertise.

PR and marketing can similarly work together to ensure brand cohesion and unity across all content and media platforms. If these two teams are not on the same page in this regard, it could spell disaster for your public image. Although both operate on different levels, the two nevertheless rely on a sense of accountability that strives to prove your business’ expertise and thought leadership in the industry.

Social Media Involves Everyone

Social media is perhaps the best example of where PR and marketing strategies can come together to demonstrate brand consistency, while effectively and efficiently driving leads.

In the digital age, businesses must adapt to this new way of buying and selling. Social media plays a huge role in that regard. PR and marketing strategies can be adapted to your businesses’ social media to create an online presence that best represents your brand.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.