Four Ways Marketing and PR Can Drive Business Success Together

PR is an essential part of a business's marketing strategy, but friction can occur when each team's goals are misunderstood. As VP of a PR technology company, I've seen both sides and believe that for success, teams must understand each others' perspectives. Here are four tips that have worked for me.

First, remember that PR isn't another word for 'ad,' as a PR pro's goal is to maintain a company's public image. They accomplish this by pitching story ideas to journalists to show why the company is a leader in a certain industry. Marketers need to show PR people how to use various benchmarks to measure actual monetary gain from PR efforts.

Also, take the 'content alley-oop' approach, as modern audiences are moving away from legacy media. Content marketers and PR teams should work together to create interesting angles to be part of the conversation of the day. Finally, pitch to the needs of customers to get the right eyeballs on the story and generate leads.