What PR has to offer marketing strategy and tactics
We chat with PRLN member Samantha Stark from 160over90 about how PR can lead integrated external comms strategy, her comms wishlist and more.
Much has been made in recent years of PR pros needing to adopt the skill set of their marketing colleagues. The ability to tie PR work to revenue and bottom-line success has been accelerated by marketing pros’ sophistication with digital tracking tools.
Even such concepts as the marketing funnel have been adopted by PR pros and the PESO model shows how traditional earned media must work in concert with paid placements and social media strategy to drive results. Yet, integration of marketing and PR has also changed how marketers must compete for attention and new business.
In an attention-starved marketplace, the PR skill to earn attention inherent in “earned media” has never been more valuable.
“Where the marketing industry is right now is an earned environment,” says Samantha Stark, executive vice president with 160over90 and a member of the PR Daily Leadership Network.
“And to me, that is what comms people are trained in. PR people are trained in earning attention because we have had to earn the attention of some of the most difficult stakeholders in the world, which are media.”
When PR should lead
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