Why PR is essential to today’s marketing process

Building brand awareness today results from combining PR, content marketing, social media and advertising.

Through advances in technology and an abundance of digital tools, PR now can drive demand.

PR has transitioned from its sole role in early engagement to multiple purposes culminating in sales. Let’s look how today’s public relations enhances marketing:

1. Awareness. This is PR’s long-established role in marketing. Through inbound links from earned media coverage and social media posts, today’s PR pros drive traffic to content, boosting SEO.

2. Consideration. Third-party placements are far more effective and credible than direct messaging and advertising.

3. Conversion. Using a multi-channel approach to promote content pieces can position your organization as an industry leader and will assist in capturing and converting qualified leads.

4. Loyalty and advocacy. Maintaining a high level of service drives advocacy and, eventually, sales. Engaging your audiences, ensuring consistent media placements and treating your audience well will encourage advocacy.

Amy-Louise Tracey is a communications consultant for Canada NewsWire . Follow the company on Twitter: @CNWGroup . A version of this article originally appeared on Beyond the Wire.

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