Still, silos exist and without a conscious effort at collaboration, things can fall apart quickly. Here are some tips from PR and marketing pros on how to get the two departments running together like a well-oiled machine.
In the traditional model, the marketing team creates the campaign brief and the PR team is brought on later—often after ads are fully cooked—to help spread the word. But Allison Cirullo, a general manager at PR agency Edelman, says comms teams should help marketing craft the brief. “The marketing team comes at things through very strong data and segmentation for who the target audience is,” she says, while comms teams are well- versed in “the conversation happening in culture.”…[Read More]
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