Much has changed in the communications-based professional fields in recent years, and many of those changes have resulted in a large-scale integration—merging once separate mass communication disciplines, like marketing and public relations, into one vast-reaching channel.
To help savvy business owners better understand the integrative role of marketing and PR in today’s fast-paced global marketplace, we’ve created a two-part guide outlining the basics. You’ll learn what modernized public relations firms do, as well as how professional PR and marketing services can help your company grow.
Houston PR firms that have efficiently integrated core marketing techniques and tailored their strategic approach to fully encompass the digital realm have the ability to provide a dynamic and broad range of services to local businesses. Just to get an idea about the type of services that today’s PR firms can offer clients, here are two of the most currently relevant and in-demand goals of an integrative marketing and public relations campaign:
- Company Branding
In the world of Integrated Marketing Communications, few things are more important to successful campaign management than branding. Your company’s brand serves as the basis of how you communicate with customers—it is the very identity of the business, maintained consistently across multiple communication channels and within multiple contexts. Houston PR firms are the go-to experts in the branding process and can help you to coordinate everything from a mission statement and business philosophy to an eye-catching logo and user-friendly website.
- Building Online Identity
In today’s digital age, your online presence does far more than just inform consumers about who you are and what you do—it can actually characterize the business on a macro-level, affecting how you are viewed within your respective industry and whether or not you are able to successfully attract new customers (not to mention, hold onto the ones you’ve got). And online identity extends well beyond just your company website. Social media, offsite blogs and online publications all play a role in how your business is perceived within the digital realm. Houston PR firms have the experience and tech-savvy necessary for efficiently utilizing all of those avenues and more to build your company’s online identity in a way that reflects the brand and image you’ve created.
Sometimes, even more important than the exposure that you can actually create and control, is the exposure that you can’t. Large-scale customer review sites, like Yelp and Angie’s List, give the public a unique and rather unprecedented ability to play a major role in forming your business image—for better or for worse. PR agencies are expert in crisis management and can monitor your online reputation for any potential negative exposure, then effectively mitigate damage by: responding appropriately to unsatisfied customers and creating enough good buzz to outweigh any bad publicity they may have created.