Elevating Earned and Organic Media: The Power of Integrated Campaigns
Posted on May. 15, 2023
By Miki Toyota
In today's fast-paced digital landscape, organizations are constantly seeking effective strategies to elevate their brand awareness and reach their target audience.
Mark Subel, Two Wheels Marketing, and Stephanie Cotts, BrandWell Solutions, talked about the importance of complementing paid media with earned media and organic media to maximize results at a recent Central Ohio PRSA Coffee Chat.
Complementing PR efforts with digital marketing:
PR and digital marketing are not mutually exclusive; instead, they complement each other in achieving common goals for businesses and brands. Digital marketing can amplify PR efforts by leveraging channels to reach a broader audience and enhance brand awareness. One example is to use social media platforms to share PR content, such as press releases, news articles and media coverage. This integration helps increase brand visibility, credibility and community engagement, ultimately fostering brand loyalty.
Why integrate PR and paid media:
While traditional PR tactics and earned media still hold value, digital marketing offers several advantages that can enhance an organization’s overall marketing strategy:
- Greater Control: Digital marketing empowers businesses with better control over their messaging and brand image.
- Targeted Reach: Digital marketing enables precise targeting of specific audiences using techniques like search engine optimization, paid advertising and social media marketing.
- Speed: Digital marketing allows businesses to react quickly to market changes, launch campaigns promptly and reach their target audience faster than traditional PR tactics.
- Cost-effectiveness: Compared to traditional PR tactics, digital marketing can be more cost-effective, especially paid advertising.
The power of integrated campaigns:
Subel and Cotts highlighted a successful integrated campaign, the COVID Vax on the Spot. This campaign targeted Medicaid members in Ohio during the pandemic to encourage them to get the COVID-19 vaccine.
Overall, it is important to recognize the strengths of both PR and digital marketing and use them in tandem to achieve the best results for a brand or business. By combining these tactics, businesses can create a more powerful and effective integrated marketing campaign that delivers better results than either strategy alone.
If you're looking for more opportunities to expand your knowledge and connect with professionals in the field of public relations, we encourage you to check out the PRSA Events calendar. Don't miss out on the opportunity to learn from industry experts, gain new perspectives and build your professional network.
About the author: Miki Toyota is a sophomore at Ohio State University
