Stronger together: advertising and PR.

PR and advertising stronger integrated

Smart in-house teams are figuring out how to increase effectiveness by combining advertising spend with earned media coverage. At a time when advertising is under intense pressure to do more with less, coordination with the PR team maximises results.

Since Don Schultz came up with the concept of Integrated Marketing Communications (IMC) in the early 1990s, the idea that different aspects of the marketing mix can (and should) be used simultaneously to build brand and grow revenue has been well understood. In practice, organisations often continue to operate in competitive silos with teams pitted against one another for budget.

Metricomm’s analysis of the impact of online media coverage reveals a symbiotic relationship between advertising and PR. If both happen at the same time as part of a campaign, there is strong evidence that media coverage increases the effectiveness of advertising. This is particularly pertinent when the advertising industry is being challenged to do less with more.

The current apocalyptic headlines about the decline of advertising reflect the impact of AI on creative development and shrinking client budgets in the face of economic uncertainty. The industry is shedding jobs. Even the large integrated agencies are suffering, with plummeting market capitalisation. This doesn’t mean advertising is dying. We have arrived at one of Malcolm Gladwell’s famous tipping points, as AI catches on like wildfire and creates the urgent need to adapt. One way to evolve is to ensure smart collaboration between advertising and its marcomms cousin, PR. The latter is a cost-effective way to amplify advertising impact, increasing top-of-funnel awareness and contributing to brand reputation.

As advertising budgets get smaller, brands are considering higher investment in PR, not least because of the suspected strong relationship between GEO search results and coverage in trusted media. What we need to remember is that this is not an either / or decision. Credible, authentic brands need both advertising and PR to succeed.

Are you talking to your colleagues about how advertising and PR play side by side? If you need data-driven evidence that this is the case, get in touch.