Two Great Tastes that Taste Great Together—Integrating PR and Marketing
Marketing and PR, PR and marketing — only really big firms differentiate between the two, right? Not exactly. PR and marketing consist of distinctly different activities and serve different functions. In order to ensure the greatest ROI, you need to do both, and you should integrate them together.
So what's the difference? According to Merriam-Webster, marketing is the process or technique of promoting, selling and distributing a product or service. On the other hand, that dictionary defines public relations as the activity or job of providing information about a particular person or organization to the public so that people will regard that person or organization in a favorable way.
By coordinating these two activities, the payoff will be exponentially greater than tackling them separately. Here are a few steps to make that happen:
- Deploy a consistent message. You want your firm's PR and marketing to resonate with a common theme, message and visual appeal. Define your image and goals for your firm and attorneys, and always relate your marketing and PR efforts back to those.
- Use social and non-social media. Your marketing and PR efforts should take place online and offline. They should also feed off each other. For example, when your firm provides a client with an excellent result, you can write a press release about it. That release should encourage readers to visit your website, where they can find a link to a blog post you wrote about it, and so on.
- Get your partners to work together or find a single provider. Many law firms and companies prefer a "one-stop shop" in order to achieve that integrated approach to marketing and PR. Of course, it's fine to use different providers or keep one of those activities in-house. Just be sure everyone involved in marketing and PR works together, understands your common goals and touches base frequently.
To learn more about integrating PR and marketing, contact a LexisNexis Law Firm Marketing Specialist.
Also check out these previous posts:
Leave a Comment