How to Strengthen the Relationship Between Marketing and PR
Is your PR agency on your A-Team? It's a question that CMOs and marketers navigating an increasingly complicated media terrain need to ask themselves. Is PR called in from the get-go when the ad brief is being developed or once the campaign is fully baked to knock out a press release and pitch a few media outlets? The response could spell the difference between a marketing campaign that is meh and one that maximizes the effort and provides brand lift.
Unfortunately, many brands opt to keep PR at arm's length. That's too bad for brands because PR can look at a campaign through a different and much broader lens, stir key contacts in the media, and keep an ear to the ground once the campaign goes live. It's for said reasons why M&T Bank has been working with PR agency Peppercomm for about ten years.
Francesco Lagutaine, chief marketing, communications officer at M&T Bank, says Peppercomm is a partner (not a vendor) and he wouldn't have it any other way. Lagutaine and Jacqueline Kolek, EVP and chief innovation officer at Peppercomm, have developed a model that should inspire client-side marketers who want to have a deeper and more productive relationship with their PR agency. The duo joins host Matthew Schwartz to discuss how they work together and what PR reps can spot that marketers often miss.
The Champions of Growth Podcast airs Wednesdays at 2PM EST. For more information about the ANA Podcast Network, visit www.ana.net/podcasts.
Source
"How to Strengthen the Relationship Between Marketing and PR." Champions of Growth Podcast, 2/14/24.