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www.tomorrow-people.com
Creating a unified PR Strategy
Brand awareness, a cohesive brand identity, increased web traffic and
revenue can all be accomplished when your PR strategy is aligned
with your content marketing – here’s how!
www.tomorrow-people.com
Ensuring your content marketing and
PR is aligned is important because:
1. It creates a unified voice
for your company.
www.tomorrow-people.com
Ensuring your content marketing and
PR is aligned is important because:
1. It creates a unified voice
for your company.
2. Both disciplines need each
other to create an impact.
www.tomorrow-people.com
Ensuring your content marketing and
PR is aligned is important because:
1. It creates a unified voice
for your company.
2. Both disciplines need each
other to create an impact.
3. It works - the average
website conversion for
companies with defined
processes is more than twice
that of companies without.
www.tomorrow-people.com
Ensuring your content marketing and
PR is aligned is important because:
1. It creates a unified voice
for your company.
2. Both disciplines need each
other to create an impact.
3. It works - the average
website conversion for
companies with defined
processes is more than twice
that of companies without.
Making the unified voice a reality is easy if you follow these four steps…
www.tomorrow-people.com
Step 1: Create a vision statement
A vision statement should outline what your company wants to be. Having a shared vision will:
Help employees set goals to
advance your company.
Motivate and empower
employees.
Inspire your customers.
www.tomorrow-people.com
Step 1: Create a vision statement
A vision statement should outline what your company wants to be. Having a shared vision will:
Start the process by asking yourself these questions:
Help employees set goals to
advance your company.
Motivate and empower
employees.
Inspire your customers.
“What do
we do – and
for whom?”
“How do
we excel?”
“What do our
customers and
other stakeholders
value most about
our company?”
“How do we
measure our
success?”
“What is
our ideal
future?”
www.tomorrow-people.com
Step 2: Create a content plan
56%of marketers are
doing content
marketing without
a plan - don’t be
one of them!
www.tomorrow-people.com
Step 2: Create a content plan
To create a content plan you need to:
Identify your personas.
Understand what content gaps are
missing.
Create content ideas and an editorial
calendar.
Have a publishing process, which
ensures content is of a consistent
quality and on-tone.
Understand how to distribute your
content.
56%of marketers are
doing content
marketing without
a plan - don’t be
one of them!
www.tomorrow-people.com
Step 3: Plan your PR strategy
You’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges
you’re facing and what you want
to achieve from the campaign.
www.tomorrow-people.com
Step 3: Plan your PR strategy
You’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges
you’re facing and what you want
to achieve from the campaign.
How you will achieve the goals including
the tactics you will use.
www.tomorrow-people.com
Step 3: Plan your PR strategy
You’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges
you’re facing and what you want
to achieve from the campaign.
How you will achieve the goals including
the tactics you will use.
What types of
people you
want to target.
www.tomorrow-people.com
Step 3: Plan your PR strategy
You’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges
you’re facing and what you want
to achieve from the campaign.
How you will achieve the goals including
the tactics you will use.
What types of
people you
want to target.
The publications, websites
and social media platforms
that you will target during
the campaign.
www.tomorrow-people.com
Step 3: Plan your PR strategy
You’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges
you’re facing and what you want
to achieve from the campaign.
How you will achieve the goals including
the tactics you will use.
What types of
people you
want to target.
The publications, websites
and social media platforms
that you will target during
the campaign.
An action plan for
who does what
and when.
www.tomorrow-people.com
Step 4: Two becomes one!
To work successfully together, departments must share plans -
communication is key to making it a success.
Repurpose content
Share resources
Share successes
Release conflicting messages
Use different tones and styles
Duplicate work
Do: Don’t:
Combine content marketing and PR
to tell your brand story to increase
lead generation.
Increase lead generation
with PR and content
marketing
DOWNLOAD NOW

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Creating a Unified PR Strategy

  • 1. www.tomorrow-people.com Creating a unified PR Strategy Brand awareness, a cohesive brand identity, increased web traffic and revenue can all be accomplished when your PR strategy is aligned with your content marketing – here’s how!
  • 2. www.tomorrow-people.com Ensuring your content marketing and PR is aligned is important because: 1. It creates a unified voice for your company.
  • 3. www.tomorrow-people.com Ensuring your content marketing and PR is aligned is important because: 1. It creates a unified voice for your company. 2. Both disciplines need each other to create an impact.
  • 4. www.tomorrow-people.com Ensuring your content marketing and PR is aligned is important because: 1. It creates a unified voice for your company. 2. Both disciplines need each other to create an impact. 3. It works - the average website conversion for companies with defined processes is more than twice that of companies without.
  • 5. www.tomorrow-people.com Ensuring your content marketing and PR is aligned is important because: 1. It creates a unified voice for your company. 2. Both disciplines need each other to create an impact. 3. It works - the average website conversion for companies with defined processes is more than twice that of companies without. Making the unified voice a reality is easy if you follow these four steps…
  • 6. www.tomorrow-people.com Step 1: Create a vision statement A vision statement should outline what your company wants to be. Having a shared vision will: Help employees set goals to advance your company. Motivate and empower employees. Inspire your customers.
  • 7. www.tomorrow-people.com Step 1: Create a vision statement A vision statement should outline what your company wants to be. Having a shared vision will: Start the process by asking yourself these questions: Help employees set goals to advance your company. Motivate and empower employees. Inspire your customers. “What do we do – and for whom?” “How do we excel?” “What do our customers and other stakeholders value most about our company?” “How do we measure our success?” “What is our ideal future?”
  • 8. www.tomorrow-people.com Step 2: Create a content plan 56%of marketers are doing content marketing without a plan - don’t be one of them!
  • 9. www.tomorrow-people.com Step 2: Create a content plan To create a content plan you need to: Identify your personas. Understand what content gaps are missing. Create content ideas and an editorial calendar. Have a publishing process, which ensures content is of a consistent quality and on-tone. Understand how to distribute your content. 56%of marketers are doing content marketing without a plan - don’t be one of them!
  • 10. www.tomorrow-people.com Step 3: Plan your PR strategy You’ve got your vision statement, some unique content to promote, but now what? Well you need a PR strategy, which should include: A summary of the challenges you’re facing and what you want to achieve from the campaign.
  • 11. www.tomorrow-people.com Step 3: Plan your PR strategy You’ve got your vision statement, some unique content to promote, but now what? Well you need a PR strategy, which should include: A summary of the challenges you’re facing and what you want to achieve from the campaign. How you will achieve the goals including the tactics you will use.
  • 12. www.tomorrow-people.com Step 3: Plan your PR strategy You’ve got your vision statement, some unique content to promote, but now what? Well you need a PR strategy, which should include: A summary of the challenges you’re facing and what you want to achieve from the campaign. How you will achieve the goals including the tactics you will use. What types of people you want to target.
  • 13. www.tomorrow-people.com Step 3: Plan your PR strategy You’ve got your vision statement, some unique content to promote, but now what? Well you need a PR strategy, which should include: A summary of the challenges you’re facing and what you want to achieve from the campaign. How you will achieve the goals including the tactics you will use. What types of people you want to target. The publications, websites and social media platforms that you will target during the campaign.
  • 14. www.tomorrow-people.com Step 3: Plan your PR strategy You’ve got your vision statement, some unique content to promote, but now what? Well you need a PR strategy, which should include: A summary of the challenges you’re facing and what you want to achieve from the campaign. How you will achieve the goals including the tactics you will use. What types of people you want to target. The publications, websites and social media platforms that you will target during the campaign. An action plan for who does what and when.
  • 15. www.tomorrow-people.com Step 4: Two becomes one! To work successfully together, departments must share plans - communication is key to making it a success. Repurpose content Share resources Share successes Release conflicting messages Use different tones and styles Duplicate work Do: Don’t:
  • 16. Combine content marketing and PR to tell your brand story to increase lead generation. Increase lead generation with PR and content marketing DOWNLOAD NOW