Traditionally, PR and content teams have operated independently. The content team crafts engaging blog posts, videos, and emails to educate and entertain, while the PR team focuses on media relations, reputation management, and stakeholder relationships.
But in a marketplace where coherence and synergy are key, the need to blend these isolated entities has never been more urgent. A unified PR-content marketing team structure that allows both groups to collaborate and complement each other has become necessary for anyone trying to maximize their marketing ROI — and avoid the problems that tend to come with “siloization.”
Traditionally, PR and content teams have operated in silos, each with its distinct goals and strategies. The content team focuses on creating things like blog posts, videos, guest posts, and emails — aimed at educating or entertaining the target audience. A PR team leads the media relations strategy and is more attuned to managing the company’s reputation and building relationships with internal and external stakeholders.
This siloed approach can lead to disjointed messaging and missed opportunities for cross-promotion, which can hamper the effectiveness and hurt the ROI of the brand’s communications efforts. So, let’s bring these two teams together.
The starting point of bridging the gap between PR and content teams lies in recognizing the intersecting goals and asking, “How does PR support content marketing?” If you identify these common grounds, you can provide a framework for collaboration between PR and content teams and determine a unified team structure.
A prime example of the successful integration of PR and content teams is our work with the social marketing technology company Heartbeat. One of its goals was to reach agency and brand decision makers wanting to better understand their Gen Z and Millennial audiences. To achieve that, we focused on thought leadership content, securing press for Heartbeat around its key expertise. By aligning its PR and content strategies, we helped Heartbeat not only earn press, but also secure new clients, increase its follower count, and increase creator sign-ups on TikTok as a result of those mentions.
1. Consistent messaging: Unified teams ensure brand messaging remains consistent across all platforms, whether it’s a blog post, a social media update, or a press release.
2. Amplified reach: Content pieces can be leveraged for PR purposes and vice versa. For instance, a well-researched whitepaper can be used as a basis for a press release or media pitch.
3. Optimized resources: Sharing resources between the teams, like market research or customer testimonials, can reduce redundancies and optimize the utilization of available resources.
4. Increased cross-promotion: PR can help with promoting content pieces through media relations strategies, while content can provide a platform for showcasing PR wins.
5. Improved SEO and backlinking: An integrated approach allows for a concerted SEO strategy. High-quality backlinks earned through PR efforts can significantly improve the SEO results for content pieces.
6. Measurable ROI: With shared goals and metrics across content and media relations strategies, ROI can be more accurately measured and paint a fuller picture. The combined insights from PR and content teams provide a holistic view of the brand’s performance, allowing both teams to tweak where needed for more successful results across the board.
The process of merging PR and content teams necessitates a shift in the org structure and a shift in mindset, along with the establishment of shared goals, metrics, and communication channels. The combined efforts can lead to a more comprehensive and impactful strategy that drives next-level ROI. Is this year the time to break down the silos and explore the boundless potential that a united PR and content team holds for your brand?
I'm the president of Intero Digital's Content & PR Division. Intero Digital is a full-service digital marketing agency whose Content & PR Division helps businesses improve their lead generation, SEO, sales enablement, and thought leadership — all powered by content marketing and PR.