By Nichole Hazard
INSIGHTS: Forget everything you think you know about PR
The thing I probably tell our clients the most is they need a “holistic approach” to both establishing and promoting their brands. Surprisingly, this can be a hard goal to achieve when many hold on to the traditional definition of PR and what’s expected of their PR team. Truth is, more often than not, no one really knows how to communicate their brand properly and instead stamps the term “PR” as the solution. What you may be looking for isn’t actually PR at all; it’s integrated communications.
How has PR evolved?
It goes without saying, but I’ll say it anyway: We’ve seen the media and communications landscape dramatically and rapidly change throughout the last decade and a half. The worlds of traditional media, social media, marketing and public relations have melded into a co-existing ecosystem of communications channels where one can no longer function or succeed without the others. Traditionally, brands attempt to approach these channels separately, even with separate budgets, because they may see one as more valuable than the others. However, I would argue that value doesn’t stem from the channels themselves, but how you choose to use them. Just remember: There is no such thing as “one channel to rule them all.”
So, what is integrated communications?
Integrated communications is making these evolving communications channels work together for YOU. It begins with being basic. *sips pumpkin spice latte*
To develop a strong integrated communications platform, brands must take that first step in asking questions such as:
“Who are we, what makes us different?”
“Who is our audience?”
“How do we want to reach them?”
These foundational questions allow brands and marketers to dig deep and honestly reflect on what their brand position is and what their true goals are. Only once you’ve established your brand position, set realistic goals and identified your core message can you explore all the different ways media, marketing and PR can do the job you want them to do. While these are age-old questions, this approach is a direct result of the traditional PR landscape changing to one of integrated communications.
Message and mission established
Now what? The communications strategy that follows should always be targeted, customized and achievable. After helping you establish your message, it’s my job as your communications director to identify and leverage the channels that deliver solid ROI, remove the ones that don’t and recommend to you how the right blend of channels and messaging can achieve the intended outcomes. These communications channels should not be limited to your “network stations” of media relations and social media. Instead, they should include an integrated communications mix that factors in media relations, thought leadership or executive positioning, internal communications, content marketing, social media, community relations, corporate communications and more. Certain communications formats, such as media or press releases, may be more necessary at a certain point in an integrated communications campaign than social media or content marketing opportunities. However, this doesn’t mean that your publicist should cue the “Little House on the Prairie” theme song and only churn out pitches and releases. Instead, today’s brands should work with and trust their communications agency to use these channels together strategically.
Okay, but what are the results?
The results of a strategic, integrated communications campaign that maximizes the potential of the ever-evolving landscape stand out among the competition. Time and time again, I’ve seen our clients happiest with their ROI when they lean into integrated communications. A holistic and layered approach leaves little room for error, and core audiences are sooner reached with the exact message needed. The icing on the cake is great press, solid marketing collateral, engaging social and more money in your pocket. We don’t want your message to fall short or your goals to be unmet. This more modern method ensures that won’t happen.
A final note from your future publicist:
Personally, I’ve always seen the role of a “publicist” as a sounding board and problem solver. I genuinely enjoy connecting with clients and take a lot of pride in helping them create roadmaps to communicate who they are. It’s my goal to be a direct extension of their team—truly understanding the brand’s nuances, goals, perceptions and opportunities, and building an integrated communications strategy accordingly. As such, in my mind and in the minds of my amazing colleagues, we’re here to tell you the only road to success is an integrated one. Ditch “traditional PR,” you don’t need it.
