The blog post below was written by technical marketing & product leader, Priya Ramamurthi, and was also published on LinkedIn.
Marketing has changed and evolved significantly in the last few years (the rise of content and digital marketing, multi-channel customer targeting and increased focus on analytics) and perceptions of what marketing is and can do for an organization depends on the industry, size of organization and the past experiences, which drive expectations of c-level executives.
In larger consumer packaged goods (CPG) companies, brand marketing often sits at the helm driving strategy - developing long-range plans, creating brand differentiation and positioning while also executing through cooperation with finance, operations, integrated marketing teams.
Larger technology companies are driven by engineering, where even if product marketers are CEOs, they tend to have a very strong engineering background and focus. As a result, roles in product marketing and field marketing focus on product understanding, in addition to pure marketing expertise.
Within these mature organizations, PR or marketing communications is a strong pillar to ensure both brand building and evangelism. A PR program is part of the larger marketing strategy and works in tandem with -- not separately from -- the rest of the marketing team.
For smaller companies, marketing and PR are often perceived as interchangeable. There might be a notion of marketing being equivalent to either a press release or analyst coverage. Additionally, there are views on marketing being purely digital paid marketing through a myriad of channels be it Facebook, Twitter or LinkedIn, to name a few.
We’ve found that it works better to think of marketing holistically to drive business strategy and decide on the vehicles based on target audience, consumer buyer journey and budget. Developing brand and product positioning is often vital to ensuring the PR strategy or ‘first press release’ is on point.
A piecemeal approach to marketing and PR can lead to confusion or worse lack of product uptick. Marketing and PR working in tandem drive better results for an organization. This does not necessarily mean significantly higher spend.
Here are a few ways to think through this:
Welcome to ROAMings, a compilation of thoughts and musings about the PR and media industries. This is an opportunity to discuss the “here and now” of the industry, interesting events or case studies, pivotal moments that affect how we approach PR, etc. It isn’t about brand loyalties or preferences -- and we will not be publishing self-promotional materials or talk about our clients in this setting -- but how those brands, individuals and events are leveraging (or in some cases abandoning) PR.