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May 24, 2021 Content Chat Recap: How To Align Your Content Marketing and Public Relations Teams

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Marketing and public relations teams often work toward similar goals. Both teams strive to get their company in front of new potential customers, bolster existing relationships, and strategically build the brand’s reputation. But despite this shared purpose, these teams often operate in silos and work independently from one another—which is hurting your customer experience and your team’s ability to achieve its goals.

In this #ContentChat, we’re joined by Mariah Obiedzinski (@MariahWrites), AVP of content services at Stamats, to discuss how to align content marketing and public relations teams. Read the full recap below, where we explain the difference between the content created by marketing and public relations, how the teams can divide roles and responsibilities for executive thought leadership, and other tips to stay aligned and streamline your team resources.

Q1: From your perspective, what is the difference between the content created by marketing and public relations? 

Public relations content, in general, is created to drive media attention to the company or cast a wide net for maximum exposure. Marketing content is created to drive attention from specific customer personas by addressing their needs, like answering questions or helping overcome a pain point.

Public relations and marketing approaches are both important, and the lines continue to blur as the media landscape shifts.

However, teams usually operate in silos and duplicate work. This is a poor use of your resources.

Q2: Should PR and marketing teams create one shared content strategy document or two individual ones? How can teams optimize this planning?

Ideally, PR and marketing teams will create one shared strategy document, with an accompanying editorial calendar to track everything.

The shared strategy document should explain the different responsibilities for each team and the various tactics that they’ll employ. If needed, each team can have its own, more detailed document, but any individual plans should ladder up to the shared strategy.

Jennifer raises a great question. If marketing and PR teams target different audiences, each with distinct content needs, how can one editorial calendar work for both?

Per the community, you’ll likely need to optimize your current editorial calendar to meet the needs for both PR and marketing—but it’s well worth the effort. Align on goals for the team and envision the various activities or deliverables that will help achieve those goals.

Your calendar will streamline resources and ensure that all content needs are covered.

Q3: When it comes to executive thought leadership, how do you divide the roles and responsibilities between the PR and content marketing teams?

First, teams need to define their shared priorities.

Ideally, your marketing and PR teams will meet at least bi-weekly to discuss goals and activities. This meeting is an opportunity to divide roles and responsibilities.

If the content is primarily media-focused, then PR should own it. If the content does not rely on media amplification, or if it is against a tight turnaround, then marketing should handle.

The main goal is to ensure that you’re not doubling up on work. Conduct interviews or planning processes with both PR and marketing needs in mind to make the best use of your time.

Q4: How can PR and content marketing teams best stay aligned? What methods have worked to keep teams connected?

In Mariah’s experience, one team handles the “heavy lifting,” but the other team helps guide the planning phases and joins any subject matter expert interviews.

Record important meetings for ongoing reference.

Use project management tools like Asana, Basecamp, or Redbooth to keep track of tasks.

Create shared tracker documents, but be conscious of how many different places you are sharing information.

Offer a shared Slack or another messaging channel for PR and content teams to collaborate.

Host regular check-in meetings for teams to align.

And ensure that there is a designated point person to oversee deadlines.

Q5: What are some underutilized ways content marketing and PR teams can repurpose each other’s work?

Share interview slots with subject matter experts. Have both a content and PR representative available on the call, or at least ensure that both sides can share their proposed questions for the interview. As mentioned in Q4 share any call recordings or notes.

Mariah and the community share a few ways that you can repurpose marketing or PR team content. Read their thoughts below, and check out this post for more ideas.

Q6: Why is executive leadership support essential for a successful content marketing and PR partnership? How can leaders reinforce the importance of this alignment?

Modern marketing strategies are very different than what you’d find in past playbooks. Marketing teams need an executive leader that supports the ability to try new ideas and make the brand more approachable.

Marketing and PR teams also need an executive that understands the importance of these functions and their need to follow a calculated strategy.

Additionally, any executives should actively share content from your team. Especially if that content is under their byline.

Q7: What hurdles should teams anticipate, and how can they overcome these to ensure a successful partnership between content marketing and PR teams?

Mariah and the community share some top hurdles below. The main points: Remember that PR and marketing teams are on the same page, but addressing different audience needs. By aligning the teams through ongoing check-ins (including campaign debriefs) and shared strategy documents, you will streamline resources and save your team time.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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