This impacts Sprout by better amplifying the company’s thought leadership and value to more audiences,” she says.Ībby also adds that our alliance is imperative because both teams are responsible for external communications. “Our collaboration with the social team helps us better understand our customers and craft messages that will reach them and the news they care about. ![]() Our audience is made up of social practitioners and the goal is to reach and understand them. The nature of our work requires collaboration, so why not take advantage of our emulsion of expertise? Why our social and comms teams collaborate at SproutĪbby says every organization should have a close partnership between social and PR, but this kind of collaboration holds even more significance at Sprout. “Observations from the social team such as how audiences are engaging with specific content, or how their behavior is changing has a direct impact on the stories you pitch to media,” she adds. “It’s a smart and strategic relationship since much of the content and learnings can be repurposed across both disciplines,” she says. Aisha encourages communications professionals to embrace this alliance. With all of these responsibilities and skill sets to juggle, it just makes sense for social media managers and PR professionals to form partnerships. ![]() And since social media allows brands and consumers to connect across multiple channels, they must pay attention to online conversations too. PR professionals must constantly monitor their brand’s public image and act quickly to calm the fire during a PR crisis. Similar to social teams, PR practitioners need a variety of skills and expertise to be successful. A feeling social media managers know all too well especially when online topics and trends skyrocket and plummet quickly. Social media has cultivated a 24/7 news cycle, forcing PR professionals to always “be on”. In today’s environment, social media has blurred the boundaries between public relations, media relations and marketing. In the past, PR focused on traditional media like print, radio and television for coverage. Public relations marketing is a tool used to facilitate those tasks. ![]() It involves brand reputation management, which encompasses handling your external communications, including any crises. Public relations is the practice of using media to promote a brand and grow a positive public reputation. What is public relations marketing?īefore I dive into our collaboration process, let’s talk about what public relations marketing means and what it looks like in the current landscape. We’ll also talk about the Sprout tools we use to help our team stay in sync. ![]() We’ll define what public relations marketing means in today’s industry, why our teams collaborate and how we work as a team to amplify Sprout’s brand. To give you a glimpse into how our social media and public relations teams collaborate, I talked to Aisha Quas, our Brand Communications Strategist, and Abigail “Abby” Schmitt, our Corporate Communications Strategist, to get their perspective on what public relations means in today’s world and what steps brands should take to amplify their brand. Similar to marketers and social media managers, public relations professionals must wear several hats while balancing collaboration.Ī brand’s online presence is also tied to brand image and voice, so collaborating with social media teams is essential to managing an organization’s communications. The nature of social media and marketing has transformed the public relations industry.
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