In the previous blogs to this series we’ve shown what PR is and how it can help your business. Now we’ll show how PR works as part of an integrated marketing strategy.
What is an integrated marketing strategy?
It’s how all the different marketing activity you are doing (or planning) fits together, so that each activity supports the others and shares the same messages.
The often-quoted ‘rule of seven’ says that potential customers need to hear or see your marketing messages seven times before they buy your products or services – so it is important that your activities all share the same messages so that you can reach that number!
What other activities are part of the strategy?
It could be a number of things – the most obvious is advertising but it could also be sponsorship, events, your website and social media, and of course the PR!
How do I make sure my PR fits with the rest of my marketing activities?
PR allows you to reach your customers, potential customers and other stakeholders in a different way than via advertising or social networking. In addition, coverage in newspapers/magazines, radio and TV (or via third party blogs) is considered to have more credibility, as it cannot be purchased and is therefore at the discretion of the publishers.
To illustrate how PR works in an integrated strategy, we’ll use an example of a restaurant launch:
- Advertising – in local press, possibly also county/city magazines
- Social media – set up accounts and use to share information about the food available, menus, opening times, and to start a ‘buzz’ about the restaurant
- Website – to share information and make bookings
- PR – this could take a number of forms:
– Staff handing out samples and flyers
– Local press – interview with owner/head chef
– Restaurant reviews
– Invite food writers to eat at the restaurant
– Opening night event -pre-publicised and with a photographer for post-event publicity.
