Last week, a colleague shared an interesting piece with me from Forbes called “The Sky Continues to Fall in State of Media,” in which contributor Aaron Perlut responds to Pew Research’s “2013 State of News Media.” The piece was short, but really on target. One statement in particular caught my attention, because it is a literal translation of 451 Marketing’s philosophy on communications – that if you don’t pursue PR, search and social media in a truly integrated fashion, you’re doing it all wrong.
“If you think pumping out news releases to get the attention of leading reporters will help your company or clients; if you don’t think PR should be linked at every turn with your social strategy; if SEO is not a top priority – please, find a new profession.”
This idea, that all marketing is interlinked and there is no room for silos, is how we’ve helped our clients find success since my partner and I founded the agency in 2004. I thought I would expand on the piece a bit with a few things that I like to tell our clients:
- You need a clear strategy across the board. Blindly sending out social communications without aligning your messages with your PR goals and search best practices is a waste of time and resources.
- Search is a game changer – that’s constantly changing. It’s not something you can do in your spare time. To see measurable success, stick with the professionals.
- Relationships are still crucial. To get coverage that your target audience will actually care about, you will probably need a publicist (better yet, a team of them), not a press release.
- Measurement and analytics are everything…well, almost. Numbers are great and drive the tactics we use for our clients. But, insight, actually knowing what the numbers mean and how to respond to them, is the intrinsic value of working with an experienced group of professionals.