PR and digital marketing – the perfect partners
In the last 6 months we have all surprised ourselves by how much we are working in tandem with our brilliant newly formed digital, SEO & PPC team. We are delivering some fantastic integrated work and results for clients and enjoying the joy of collaboration of pr and digital marketing to boot.
Our search for a partner came through the request of a particularly enlightened client – Mark Lewis at HotelREZ – who was working to increase his visibility on and offline. He had looked at PR and digital marketing services as two separate briefs and asked if we could deliver both. Through his request to combine briefs and put the two services together we found John Macleod and his team. Almost on meeting, we saw an almost immediate impact with take up of the combined offer by new and existing clients. Currently, we are working together across eight clients with two more in the wings at least.
So why is this so compelling right now? Well, we all know PR is valuable reputationally, however, the perennial measurement and evaluation piece is ever the thistle to grasp. We can see tangible results for our work through measuring additional traffic to websites from the placement of stories and content across media and with publishers who are ranked as highly authoritative by search engines. So, it’s rewarding to see traffic, engagement through the use of #s and stories that are shared.
But if that engagement and interest are then lost through a poor web experience then the effort and investment of all we do from a PR & Comms perspective is also lost. Therefore, working to ensure the web journey is as good as it can be is an essential piece of our work together with John and his team. But perhaps even more important is the development and creation of good content. We co-create and then develop relevant assets that will be optimised to ensure that our content and stories are targeting and talking to potential clients, but also hitting the nail on its head when it comes to online search behaviour.
Access to this data can help inform the stories we create for clients and deliver even more powerful commercial results. And that’s the nub of it – working together with pr and digital marketing as a natural part of our offer because it sharpens the work we deliver for clients.
Rachel O’Connor, Founding Director