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Integrated PR | What It Is and Why You Need It ?

What It Is Integrated PR

Recently updated on December 7th, 2023

Public relations (PR) and marketing are two very important aspects of any business. They are responsible for creating awareness of a company and its products or services, ultimately driving sales. Many businesses choose to handle their PR and marketing in-house, but this can be difficult and time-consuming. A more effective option is to hire an integrated PR agency. An integrated PR agency will help you to create a cohesive PR and marketing strategy that will yield better results. Let’s take a closer look at what integrated PR is, why you need it, and how to go about implementing it in your business.

What Is Integrated Public Relations and What Are Its Advantages?

Integrated PR is a holistic approach to marketing and public relations that focuses on creating a cohesive strategy between the two disciplines. This type of PR takes into account all aspects of a company’s communications, from its website to its social media presence, and creates a unified message that is consistent across all channels. The benefits of integrated PR are many, but some of the most important include:

A more efficient use of resources: By integrating your PR and marketing efforts, you can avoid duplication and save time and money.

Greater clarity and consistency: An integrated approach will help you to create a clear and consistent message that is easily understood by your target audience.

Improved results: Integrated PR has been shown to be more effective than traditional PR and marketing approaches, resulting in better ROI.

If you’re looking to improve your company’s communications, hiring an integrated PR agency is a great place to start. But what exactly should you look for in an agency? Here are a few things to keep in mind:

    1. Make sure the agency has experience in your industry: The agency you choose should have a good understanding of your industry and be up to date on the latest trends.
    2. Look for an agency that offers a full suite of services: A good integrated PR agency will offer a range of services, from media relations to social media management.
    3. Ask for case studies and references: Any reputable agency should be able to provide you with examples of their work and references from satisfied clients.

Now that you know what to look for in an integrated PR agency, it’s time to start your search.

How Can You Tell If Your Business Could Benefit From Integrated Pr Services?

There are a few key indicators that suggest that your business could benefit from an integrated PR strategy.

    • You’re not seeing the results you want from your current marketing efforts
    • Your sales and marketing teams are working in silos and not collaborating
    • You don’t have a clear understanding of your target audience
    • Your messaging is inconsistent across channels
    • You’re not sure what metric you should be tracking to measure success

 If you can relate to any of the above, then it’s time to consider an integrated PR approach.

What Does An Integrated PR Strategy Look Like In Practice?

The best way to think about your PR and marketing working together is with the PESO model. This model was created by Gini Dietrich, founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. The PESO model stands for:

Paid media: This includes anything you pay to place, like ads, sponsorships, or influencer partnerships.

Earned media: This is the kind of media coverage you earn through traditional PR efforts like media relations or thought leadership.

Shared media: Shared media is essentially owned content that lives on social media or your website. It could be a blog post, an infographic, or even a video.

Owned media: This is any content you create and control, like your website or email list.

 The idea behind the PESO model is that each type of media plays a different but important role in your overall marketing strategy. And when they work together, they’re much more effective than they would be working in silos.

    • There are endless ways to put the PESO model into practice, but here are a few examples:
    • Create a piece of shared media (like an infographic) and promote it with paid ads.
    • Use earned media placements to drive traffic to your owned website or landing page.
    • Use shared media to build relationships with influencers who can help you earn media coverage.


The key is to be strategic about how you’re using each type of media to support your overall marketing goals.

 If you’re not sure where to start, reach out to a PR agency that specializes in integrated PR.

How Do You Know If Your Integrated Pr Campaign Is Working Well Enough For Your Company's Needs And Goals?

This is a difficult question to answer, as each company’s needs and goals vary so greatly. However, there are some general best practices that can help you determine whether or not your campaign is on the right track.

First, measure all of the results of your campaign activities and compare them to your original objectives. If you’re not seeing the results you want, it may be time to adjust your strategy.

Second, take a close look at your target audience and make sure that you’re reaching them with your message. If you’re not connecting with them, it may be time to change your tactics.

Finally, always keep an eye on your competition. See what they’re doing and see how you can do it better. By constantly monitoring your campaign and making necessary changes, you can ensure that it is as successful as possible.

When it comes to integrated PR, there is no one-size-fits-all approach. The best way to determine what works for your company is to experiment and find what works best for you. With a little trial and error, you can develop an integrated PR campaign that gets results.

If you need help getting started, contact one of our experienced public relations professionals today. We can help you develop an integrated PR strategy that meets your company’s unique needs and goals. Contact us today to learn more.

What Are Some Of The Most Common Pitfalls Businesses Make When Implementing An Integrated Pr Strategy, And How Can You Avoid Them?"

When it comes to implementing an integrated PR strategy, one of the most common pitfalls is failing to align the goals of the PR and marketing teams. This can lead to a disconnect between the two departments, which can ultimately sabotage your efforts.

To avoid this, it’s important to make sure that everyone is on the same page from the start. Sit down with your team and clearly define your goals for the campaign. Once you’ve done that, create a plan of action that will help you achieve those goals.

Another common pitfall is failing to measure the results of your campaign. Without data, it’s impossible to know whether or not your efforts are paying off. Make sure to track your progress and analyze your results on a regular basis. This will help you make necessary adjustments to ensure that your campaign is as successful as possible.

If you can avoid these common pitfalls, you’ll be well on your way to success with your integrated PR strategy. Just remember to stay focused and measure your progress along the way!

In Conclusion

As a business owner, you may be wondering whether or not you should integrate your PR and marketing strategies. The answer is a resounding yes! Integrated PR can help you save time and money while increasing brand awareness and positive sentiment. But how do you go about implementing an integrated PR strategy? Upstage Media is here to help. We specialize in developing creative campaigns that get results. Our team of experts will work with you to create a tailored plan that fits your unique needs and goals. Contact us today to learn more about how we can help take your business to the next level.

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