I was reading a Miami Herald article about the Ad and PR industries both scrambling to master social media. As budgets shrink, both the ad men and their PR cousins are scrambling to master social media. At Amway I oversaw advertising, sponsorships and public relations.
Advertising has a big role to play in the online space. Indeed, advertising online provides many benefits, including lower costs and higher measurability than traditional media outlets. Not as broad a reach, but not all campaigns require that. Meanwhile, search engine optimization (SEO) and search engine marketing (SEM) efforts ensure what you’re saying online will be seen by those interested in what you have to say, whether they know who you are or not.
But when it comes to the dialog fostered by platforms like Facebook, Twitter and even YouTube, there is no profession equipped to represent clients effectively other than Public Relations. PR always has been the function that handles dialog for a company, whether that be through speeches, media interviews, press materials, or FAQs. Advertising has mastered the art of telling a story in a way that elicits a response, but has not traditionally been there to answer the follow-up questions.
Social media, meanwhile, is about the entire dialog, not just the 30-second ad or the 10-word tagline. It’s about listening as much as it is about talking. In fact, it’s about listening far more than you talk. It’s about sharing the messages from your organization to your key audiences, but it’s also about taking their responses back to the organization and recommending responses. Not just spoken or written responses … but responses in the form of actions.
An example? Your product has been tampered with and people are getting sick. At this point, it’s not just what you say that matters. It’s what you do. A recall is a start. An investigation and sharing the results of that with the public is another. Providing your customers with some incentive to stick with you even though they may have lost some trust in you is another. These are not just words. They’re actions and they might cost the company in the short run (but in the long run it might not only save their business, but earn them even greater support).
Integrated marketing, by the way, is more necessary than ever. What you say in advertising needs to be reflected in the dialog your public relations group is supporting. It should be reflected in the types of sponsorships in which you engage. All of these marketing services are more effective for the company when they work together.
As long as there are internal battles and squabbles about who does what, however, there is little chance for integrated messages. The silos need to come down inside large organizations. Strategies need to be shared. Broader plans need to be fleshed out together and not in separate conference rooms.
That’s my vision for what integrated marketing should involve. I don’t think many marketers are well-equipped yet to work across all the media, and as long as they continue to favor one discipline over another, they will not achieve the full benefits of a truly integrated marketing plan that involves advertising, sponsorships, public relations AND the correspondingly appropriate uses of the digital space.