PR’s Role in Marketing

### Understanding PR's Crucial Role in Modern MarketingnnIn this episode of the MarTech Podcast, host Benjamin Shapiro sits down with a special guest to discuss the evolution of public relations (PR) and its significant role in the marketing landscape. They delve into why human connections and collaborative efforts are at the core of successful PR strategies. Here's a comprehensive breakdown of their enlightening conversation.nn#### Welcome and Introductionnn**Host:** Benjamin Shapiro n**Guest:** Head of Marketing at BusinessWirennBenjamin Shapiro kicks off the episode by setting the context—exploring the critical role of public relations in marketing today. He introduces his guest as the head of marketing at BusinessWire, a leader in press release distribution and regulatory disclosure.nn#### The Elevator PitchnnBenjamin asks his guest to give an elevator pitch about their role and BusinessWire's mission. We learn that BusinessWire has a wealth of experience in distributing news securely and accurately, ensuring that crucial information reaches the right audience.nn#### What's the Word?nn**Segment:** What’s the Word? n**Question:** What's the word that describes PR's role in marketing today?nnThe guest responds with "human," emphasizing that PR brings a human touch to marketing. While digital and other marketing channels often struggle to appear personable, PR allows brands to present themselves through real human voices, making their narrative more relatable and authentic.nn* **Host's Thoughts:** Benjamin was expecting words like "distribution" or "credibility." He acknowledges these elements but appreciates the focus on humanizing brand communication.nn* **Human Insight:** PR adds a personal layer that purely corporate communications lack. Through experienced voices from within the company, PR can convey genuine stories and thought leadership.nn#### Credibility and Human ConnectionnnBenjamin and his guest discuss how PR's credibility and distribution capabilities align with staying human. The guest argues that even when PR tactics aim for high-profile placements, the human element should remain. Editors and PR professionals work hard to ensure that communications don't just sound corporate—they resonate on a personal level.nn#### The Collaborative Nature of PRnn**Additional Word:** CollaborationnnCollaboration is highlighted as another crucial aspect of PR. The guest explains that successful PR involves a team effort, blending different marketing channels to amplify a brand’s narrative.nn* **Tech-Driven Synergy:** There’s a technical aspect, as the guest touches on using analytics and technology to extend brand reach, showcasing how PR and marketing technology can work hand-in-hand.nn#### Marketing Mythbusters: Is PR Only for Branding?nn**Segment:** Marketing Mythbusters n**Question:** Is PR only for branding?nnThe guest debunks this myth emphatically, asserting that PR goes beyond just branding. PR supports storytelling, building credibility, and ultimately fostering trust—key elements that feed into brand development but also have broader business implications.nn#### The Role of PR in the Marketing MixnnBenjamin poses a scenario: What if you're the head of marketing and comms at a Fortune 500 company? How does PR fit into your strategy?nn1. **Extend Brand Footprint:** PR helps enlarge your brand’s reach through press releases, owned media, social channels, and most importantly, earned media.n2. **Unexpected Reach:** Earned media offers “bonus” visibility in places you can’t predict or pay for.n3. **Media Relationships:** Building strong media relationships ensures sustained, impactful coverage.nn* **Down-Market Adaptation:** Even smaller companies can leverage PR effectively by targeting relevant media and maintaining a consistent, human message.nn#### Integrating PR with Demand GenerationnnBenjamin states: Understanding PR is crucial for reducing cost per acquisition and enhancing overall marketing effectiveness. He underscores that PR isn't a standalone tactic but part of a holistic strategy that includes account-based marketing, social media, events, and more.nn* **TechStack Insights:** There’s a tech stack for PR, just like any other marketing function, emphasizing that modern PR is data-driven.nn### ConclusionnnThis episode of the MarTech Podcast reveals that while PR is an art form rooted in human connection and collaboration, it also plays a strategic role in the marketing mix—one that technology can amplify. Whether you’re at a Fortune 500 company or a mid-market business, integrating PR into your broader marketing strategy can yield invaluable results, from credibility and trust to unexpected brand reach.nnFor marketers, the key takeaway is that ignoring PR means missing out on a significant opportunity to humanize your brand and build lasting relationships with your audience.