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Lee Odden

Optimizing Convergence: How to Break Down Silos Between Marketing & PR

Lee Odden on Dec 10th, 2013     Integrated Marketing

Marketing Public Relations Silos

One of the hot topics amongst the public relations world this year will gain even more momentum into 2014: convergence of digital marketing and PR.  More PR organizations are being held accountable beyond media placements including leads, sales and customer acquisition. At the same time, marketing organizations are starved for creative messaging and amplification with their content.

For some PR agencies and departments within companies, the drive towards marketing and PR integration is a substantial and uncomfortable shift. Marketers often think of PR simply as the people who you call only once you want to promote something to the media. For PR, marketing can seem like a content machine generating a spew of information, often of nominal value or newsworthiness.

Lee Odden

Integrating Digital Marketing & PR – Breaking Down Silos Through Content

Lee Odden on May 20th, 2013     Integrated Marketing, Online Marketing, Public Relations

digital marketing PRFor a recent presentation at a corporate communications and PR conference, I polled my network of digital marketing and PR pros working client-side about the most pressing questions they’re dealing with when it comes to integrating Marketing and Public Relations.

Since we’ve been working in the digital marketing and PR space at TopRank Marketing for well over 10 years, it was interesting to see  the diverse feedback from companies of various sizes and industries. But several themes revealed themselves that I think our readers will relate to.

Thanks to feedback from Digital and Integrated Marketing Communications professionals like Corinne Kovalsky of Ratheon, Susan Beatty of Bremer Financial Corporation, Frank Strong of LexisNexis, Lesly Cardec from Randstad US, Sarah Skerik from PRNewswire and Pam Didner of Intel, it became clear that one of the key questions organizations are facing is the need to break down silos between marketing and PR.

Lee Odden

Keynote Presentation: Digital Convergence of Public Relations & Marketing

Lee Odden on May 8th, 2013     Marketing PR Conferences, Online Marketing, Public Relations

Integrated Marketing Public RelationsToday I’m giving a keynote at the sold-out Communicator’s Conference in Portland, Oregon to 270 or so PR and Communications professionals.

The colliding or collaborating (depending on your situation) worlds of digital marketing and PR have left a lot of ambiguity about roles, goals and responsibilities between these 2 very important groups.

In this presentation I outline why PR should care about marketing, 3 big trends to watch for and 3 of the most common questions brand PR and corporate communicators have (I polled my LinkedIn network) about integrating PR and marketing. I finish things off with a plan for how PR and communications can tap into digital marketing expertise and contribute messaging and storytelling for more meaningful and impactful marketing / PR performance.

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