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Use PR to sync marketing efforts with company goals

By Lisa Goldsberry

1752117096 ways PR tools can help CMOs

Chief Marketing Officers are under more pressure today than ever before. According to Korn Ferry’s recent study, more than 50 percent of CMOs say they have trouble convincing other C-suite executives that their efforts play a role in the companys profitability and overall strategic plan. Many cite this as the main reason for high turnover in the field.

As their share of the company budget increases, CMOs often find that the pressure to deliver tangible results escalates as well. An even larger uneasiness stems from an inability to build persuasive relationships with customers while making positive differences in the customers’ encounters and using advanced technology to stay ahead of trends in their industry. Thankfully, there are PR tools and tactics that can help.

Strike the right balance with PR

Part of the problem is the fact that, despite this being a major issue, CMOs seem to concentrate on the relationship-building aspect but not the rest of the criteria for which they are held accountable. In addition, they fail to illustrate how their initiatives connect to the companys bottom line and mission. Working closely with PR, CMOs can overcome these challenges. Here’s how:

1. Measurement tools: By collecting the most relevant data in areas such as customer analytics and how customer engagement dollars can translate to company profits, PR can use the measurement tools at its disposal to discern how resources should be directed, thereby helping marketing executives in the decision-making process. This can make it easier to design more targeted initiatives to better speak to your customers at each stage of the sales cycle.

2. Outreach campaigns: Marketers may look at results for each individual campaign, but it is important to look beyond one particular initiative to see the long-term effects. Then, they must communicate these in relation to company objectives. As expert communicators, PR can help you convey this and all of your other messages effectively.

3. Digital technology: Digital marketing is effective, but can be time-consuming, especially for busy CMOs. PR can alleviate this burden by helping with your SMS, email and social media communications for increasingly targeted messages that will help to expand your loyal customer base.

4. Targeting the best social media channels to reach your personas and achieve company goals: More outlets to reach customers sometimes equals more confusion over which platform is best. PR will help you focus your efforts and maximize consumer engagement.

5. Develop seamless messages that you can implement across all company functions: This can help to bring cohesion to marketing efforts and company priorities and show that everyone is rowing in the same direction.

6. Out-of-the-box thinking: When you hang around other marketers all day, it doesnt always leave room for fresh, different ideas. PR professionals can infuse a unique perspective into a new campaign or give new energy to one already created.

At Axia, we believe that when marketing and PR work together, your company will reap the benefits. With an increased focus on your companys overall strategic plan and more targeted marketing initiatives, you can better demonstrate and track your accomplishments, and quickly move ahead of the competition. Register today for our 60-Second Impact and let us show you how we can contribute to your success.

Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter at @axiapr.

Photo credit: ThinkStockPhotos.com

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