Why PR and digital marketing are connected—and how to capitalize

Getting your message out these days requires a mix of savvy ad placements, targeted social media campaigns and boatloads of content. Here’s why your marketing and PR efforts should coordinate.

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If you fail to connect PR to social media and content marketing, you’re missing an opportunity.

Even before there were social media platforms to consider, it was always true that once you’d earned a media placement through public relations, you needed to share it. You’d post it on your website, maybe send it out through your customer newsletter, and share it internally with your employees.

Today, in addition to earned media, you have owned media, which includes content you’re self-publishing. Plus, you have social media, which makes it so much easier to share your media coverage and your content with all the audiences you must nurture.

These should be a significant boon to PR efforts. Alas, it doesn’t always work that way.

PR pros often hear this from clients: “Oh, we just need you to handle our PR. We’ll handle social media.” Or: “Self-published content? Oh, we just post that to our site. Visitors will find it if they need it.”

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