You may remember when the term mash-up became popular in 2001 as a reference to blending music to create new songs. The software industry then used it to describe combining software applications. I've borrowed mash-up now to describe the integration of marketing with PR to generate results supporting business objectives – especially sales.
Are your PR programs “mashing up” and measuring up? Consider the following:
- Are your news releases “social media friendly,” and do you optimize them so readers can easily find your company? Do your releases include videos that are entertaining and informative? Are your top news stories ranking in the top search engine results?
- Does your process optimize PR assets (e.g., product reviews, feature stories, and news releases) with social media mediums for prospects? Are your company's fans and followers regularly re-tweeting your news, and are you measuring the emotion and consistency of that attention?
- Are you taking advantage of conferences to pulse the audience for trends that support business objectives? Do you use those trends to support sales?
- Bloggers cross boundaries and may be a vendor or prospect. Are you pitching them differently, knowing they care about different things? Are you aware they impact your prospects differently? Nirvana comes when they link their blog to yours, and of course, that can enhance your Web site ranking.
To do the marketing mash-up, embrace change. PR is no longer old-school PR! Do your homework, get training, and add marketing resources to ensure programs support key business objectives and drive sales.
Susan Thomas, CEO and founder, Trainer Communications