Are You Aligned? New Opportunities for PR and Marketing Professionals Exploring a Multi-Channel Approach

NEW YORK, Nov. 12, 2014 /PRNewswire/ -- As multi-channel communication becomes standard practice for all brands, a new survey from PR News and PR Newswire confirms that public relations, marketing, and advertising departments are becoming more closely aligned. However, a closer look at the results reveals some gaps in strategy and execution.

The top PR goal remains unclear

"Online media coverage," "online visibility," "print media coverage," and "social media engagement" are cited as the top goals of PR programs. While PR practitioners are incorporating a wider variety of goals beyond earned media into campaigns, defining which of these is the top priority is still a challenge.

Measurement focuses more on outputs than outcomes

"Content views" and "social mentions/shares" are the top two metrics used to define success, but these only scratch the surface of impactful PR at an awareness level. If the impact of PR cannot be connected to business growth, PR will continue to be viewed as an expense, not an investment.

Content distribution is focused on social media

91% of respondents use social media as a primary method for content distribution, with other channels such as press releases or a company blog falling far behind. By focusing content distribution efforts on a single channel, PR pros are reaching only a fraction of the audience that their content has the potential to engage.

For further insight and discussion on the state of PR measurement today, read the latest blog post "PR and Marketing Are Aligning, Now What?" on Beyond PR: http://prn.to/1EtY58d

About PR Newswire
PR Newswire (www.prnewswire.com) is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 60 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content -- from rich media to online video to multimedia -- and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

Media Contact:  
Caitlin Carragee, Senior Manager Strategic Communications 
201-360-6363
[email protected] 

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SOURCE PR Newswire Association LLC

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