Wendy Marx, of Marx Communications, responds to a muddled recent Hubspot post that contended that public relations "doesn't drive sales." The piece contributed needlessly to the ancestral tensions between marketing and PR. On Fast Company's FC Expert Blog, Wendy reminds us of PR's crucial strategic role, which makes it a key partner with marketing and everyone else concerned about driving sales.
"Indeed," Wendy writes, "PR today is all about creating awareness, credibility and, ultimately, yes, HubSpot sales leads. B2B PR starts with understanding a company's key differentiators and how a company talks about itself..."
Indeed. Without express strategic thinking and prior communications planning, a firm's marketing can readily go awry. Beyond that sort of strategic planning, Wendy lists "5 ways PR can drive sales":
• Media Relations
• Surveys and other lead-generating tools.
• By-lined articles, white papers, and other content.
• Social media.
• Events, webinars.
Indeed, PR and marketing complement each other; practitioners of each discipline need to work well together. PR establishes the strategic setting and marketing capitalizes on it. Neither of these roles is exclusive to itself. Running a business is a collegial activity. That's how we'd put it.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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