Public relations, sometimes known as PR, is an important part of any geographic segmentation inbound marketing or digital marketing strategy. While some may consider it “outbound,” the way you draft, publish, and promote your press release is important to the success of any PR campaign. Here are four instances of the inextricable relationship between public relations and inbound marketing:
Related: What is PR Leverage?
A Connection To Content Creation
Chief executives frequently criticize PR because they believe it is only the drafting of news releases (a perception formed after many years of poor performance). Write an article and share it with the general audience. Then see who shows up to pick it up.
Many people still identify competent public relations experts with journalists and geographic segmentation: when they disseminate information, it gets read, written about, and published by more of their contacts.
Some of us in public relations feel that the ability to tell a compelling story and, more importantly, the capacity to come up with a distinctive or unconventional ‘angle’ is critical. One of the most crucial parts of good public relations is this technique and geographic segmentation. Doesn’t this sound a lot like content production to the ordinary Inbound Marketer?
Even for the uninitiated, the world of PR begins to link more clearly with the world of ‘content’ when this talent is paired with actual PR experience in generating clear thought leadership pieces on behalf of your client (even when there is no apparent thought leader in the business). Without a consistent supply of high-quality content, PR, like Inbound Marketing, cannot survive.
Related: What is a buyer persona?
Despite their apparent contrasts, both public relations and inbound marketing rely heavily on the creation of high-quality content of geographic segmentation. It’s essentially what separates poor public relations and inbound marketing pros from exceptional ones.
Every effective Inbound Marketing plan is built on the development of well-targeted, web-optimized content for dissemination across several online channels and geographic segmentation.
So, where should you go for content for your marketing efforts?
The reason for this is simple: the PRs. Consider this: who better to produce content for your website than the public relations pros who are presently supporting you in developing engaging material for your public relations campaigns?
Using and polishing your PR-generated thought leadership content saves time and effort while establishing the framework for the creation of equally compelling e-Books and other gated assets that will entice people to engage in a conversation with you.
We then utilize public relations methods and experience to distribute thought leadership content (such as ideas and analyses) as sound-bite comments and blogs in places where they will link back to our website and encourage people to click on these links while doing geographic segmentation.
Inbound Marketing is focused on the meticulous design of well-thought-out campaigns, and PR’s framework of planned content generation provides an excellent opportunity to integrate the two.
Skills That Can Be Transferred
You must learn how to perform public relations if you want to be an Inbound Marketer. Similarly, if you work in public relations, you should begin learning about inbound marketing as soon as possible.
When the intermediate journalist was removed from the equation, public relations became content marketing in geographic segmentation(which is considered an element of Inbound Marketing).
Instead of relying on the audience or readers that the media has built up to see your views, when you become a content marketer and publisher, you go to Google or, more generally,’ search’ for your audience. As a result, important divergence arises at the level of publishing.
That raises the question of whether you should do it yourself or hire someone to do it for you. You might argue that regardless of whatever road you take, the core principles of good PR apply to selecting content for use in any medium – social, internet, or traditional.
Both tactics have benefits and drawbacks, and only someone with experience in public relations and inbound marketing can truly judge which is the better option in geographic segmentation. If you’re an Inbound Marketer, it’s time to brush up on your public relations abilities. Similarly, now is a great time for public relations professionals to learn the ins and outs of inbound marketing.
For Public Relations Success, Use Inbound Reporting
Much has been written on the need for precise evaluation of public relations efforts. While it is hard to precisely measure the impact of PR coverage on a company’s bottom line, Inbound Marketing metrics such as site traffic and gated downloadable material can provide insight into how much traffic is produced and how many individuals download content as a result of PR coverage.
Consider public relations as part of a larger content strategy and geographic segmentation, and keep in mind that all content generation channels work together to raise awareness and get readers to and through the website. This allows for the construction of a more comprehensive set of measurements as well as a more understandable set of reports in geographic segmentation.
Metrics like site traffic, social following, SEO ranking, and lead conversion rates might be used to measure and verify the success of an integrated PR and Inbound Marketing strategy. They have converged, and the upheaval that this will generate inside PR firms and in-house PR and marketing teams as they deal with up-skilling and reskilling to build hybrid CEOs is only getting started, in my opinion. To make an impact on the market!