HOW INTEGRATION CAN CURE YOUR PR AND MARKETING HEADACHES: THREE EXAMPLES

If you work in the world of public relations or marketing, you’ve heard it 100 times before—integrate, integrate, integrate. But why? This question has come up countless times during my career as a PR professional. I’ve found many companies are either believers in the street cred of earned media—not to mention the thrill of seeing their company’s name in boldface type—or partial to the hard metrics associated with marketing and analytics. Others implement both but fall into the trap of siloed campaigns, resulting in inefficiencies and, at times, conflicting messages. However, thanks to marketing technology and analytics, the benefits of integration have never been so clear—or necessary.