Hi, I am in the process of revamping the marketing and public relations department in our company and I want to know what is a good scope for that, I have already including advertising, creative design, branding for marketing and news writing, events management for the PR but I feel there is a lot missing
It would be great if you can guide me on that
Build a body of work in the form of a blog. Much depends on the size and scope of your company, but branded journalism can really make a huge difference.....
Your question has now met my answer :-) .
Here's a list of tasks that you should convert into a doc, save on your computer and use until you're a mean PR machine.
1. COMMUNICATIONS SERVICES
• Facilitate drafting & distribution of all press releases, media announcements, etc.
• Coordinate media attendance and management at events
• Coordinate with media on child care legislative issues & literacy/learning topics
• Manage and act on all publicity opportunities such as community events, holidays, editorial calendars,
• Monitor all media coverage of the brand and related topics
• Potentially implement social media for specific campaigns or for specific events
2. MESSAGE CAMPAIGN STRATEGY
To make the general public understand what your brand/product is and why it’s so critical for the prospective customers and the economy as a whole.
• Pitching – personally contacting editors & reporters for coverage based on their editorial
calendars or a specific event/topic
o News-Press Editorial Board – facilitate meeting with boards and relevant orgs /or
publishing editorial features in relevant publications, event attendance/coverage
• PSAs – draft 30 second PSAs and distribute to area radio stations, secure runs
• Ad Space – coordinate with publications for potential free ads/remnant space
• Press Release(s) - include selected messaging all of your material (branding)
• Tracking – Coordinate with IT department for Website and traffic tracking
• Coordinate with Outreach Committee & other board members as needed
• Offer consistent communications while pushing out a campaign on what makes your product so invaluable.
• Be the media liaison and keeping all relevant information organized. Meetings,
conference or phone calls, etc.
In order to provide guidance - might I ask:
-What outcome are you trying to accomplish with your marketing efforts? In other words - what are your marketing goals?
The use of components like advertising, content marketing (i.e. news writing), events, etc are all tactics that are strategically implemented to attain that / those goals.
I've run businesses where only a small handful of components resulted in massive ROI and success (i.e. provided reasonable margins and helped build a successful business).
Often, especially when resources are a governing consideration, choosing wisely (i.e. one good in-bound and one good out-bound marketing venue) is all that's needed to build the foundations of a solid business.
It might be helpful to:
1. Calculate your CAC (cost of acquisition of a customer)
2. Segment your market into (a) those looking for you / your specific solution and (b) those who know they have a problem that your solution can help
3. Based on that segmentation hypothesize WHERE that market is. Is the (a) group searching on google? Are they readers of a specific magazine / newspaper? The answer to this will direct which venue you use to reach them.
4. Pick the media / venue where you can (1) afford it based on your CAC and (2) where the ROI is projected to be the highest
5. Craft and deliver your targeted message and irresistible offer and use that media / venue to deliver it.
For more ideas and practical ways of creating an implementing a marketing strategy give me a call. And best of luck to you!
The answer depends on your goals, resources and budget. You have a good body of work listed above. Content creation and marketing seems to be missing, but you want an agency that can create meaningful strategies and guide you on the tactical execution of those strategies using the appropriate media. Happy to chat further once I know more about your business goals.
Ugg, as a Chief Marketing Officer, a Chief Strategy Officer, and a Sr. Instructor at General Assembly on Marketing, and the Marketing function - you would want to deal with the biggest value added activities of marketing first, and get your hierarchies in order. Start with understanding the marketing function as have a role in Product (what you build and sell), Place (where you sell it), Price (how much you sell it for), and Promotion (how you promote, market, advertise your product). PR is a subset of promotion, similar to MARCOMMS (marketing communications). Both have to deal with communications, in the case of PR, communications/outreach with the public at large and Marcomms, the communication that is specific with customers). Under the promotion dimension of marketing is also traditional and digital marketing. Try hard to think beyond "the organization of marketing" and consider in what areas Marketing needs to be Responsible, Authorized to Act, Consulted, and Informed. (This is called RACI). For example: will Marketing be included in New Product / New Market Opportunity analysis, strategy formation, and planning? (Yes, they should, even if the Strategy function is put in charge). You could also use a "next best practice" approach which has marketing, sales, and distribution unified under a Chief Revenue Officer. Marketing Operations - the new application of technology to Marketing Tactic management - might also be part of your thinking. Ofcourse, corporate culture, company size, industry, product/service type matters in the engineering of a marketing function, so hard for me to say more. Happy to chat, if you really want to get into the details, the hierarchy, the three or four models to choose from, etc. Good luck!
I suppose, the time you appoint the employees of those departments, you check carefully that they know the theory and have some experience. So, presumably they know what and how to do. Now come the big issue of the proper structuring, organization, motivating, etc.
I would propose the following - you put a screen in their room, showing:
- weekly sales target
- up-to-date results
- monthly target
- percentage done
- marketing and PR budget cost
- up-to-date spent
And leave them decide how to work and what to do.
all the best