There are so many aspects of business that help it run smoothly, and many of them function independently from one another. But there are also many departments that work best when they work together. Two such departments are the PR and sales teams. When these two teams function as a unit to complete a specific project or campaign, they complement one another in a way that guarantees success. Here are a few reasons why that is:
1. Consumer interest
One of the biggest reasons why sales and PR teams work so well together is because your traditional advertising doesn’t have the same level of credibility as a PR campaign. A successful PR campaign involves a lot of work to generate news stories that are as captivating and compelling as anything you could relate during a sales call. In a world where everyone is surrounded by advertisements 24/7, storytelling has an edge that makes it a more interesting form of marketing.
Seeing a business’s ads only tells you how much money they were willing to spend, while a PR campaign tells you why you should trust them with your business. Sometimes ads are the way to go, but for generating significant amounts of business, sales departments need to partner up with PR.
2. Human emotion
Advertising campaigns utilize human psychology to evoke emotion in the audience, but can only achieve so much within a few-seconds advertisement or a single image. A PR campaign carried out through articles has the ability to evoke a feeling of urgency and show the audience how your product solves their unique problems.
You have the ability to pull in features like testimonials to show the audience what they’re missing out on or drive home the desirability of certain sales events. The bonus of a good PR campaign is that drawing attention is inevitably going to lead to more attention, and your campaign will be carried out by anyone who spreads the word about your business.
3. Sense of urgency
When PR is combined with sales, it has the ability to generate a sense of urgency that PR campaigns frequently don’t have the ability to do. You’ll be combining the ability to tell a longer story about your product or event while simultaneously releasing ad campaigns that relay a sense of scarcity or urgency. The PR campaign gives information and shows the audience what they’re missing, while the ad campaign provides the call to action. A well-timed combination of the two will result in a complete message.
4. Reliability and reassurance
Every business on the face of the earth is expected to provide ad campaigns, but a business that engages with readers on a regular basis has the ability to create a rapport that will generate a sense of reliability. If you’re posting for your PR campaign on your website or business blog on a regular basis, this reassures the customer that your business is fully engaged with its community. A blog with a sparse posting schedule, however, might send a red flag that consistency is not that business’s forte.
5. Long lasting impact
Ad campaigns only last as long as a business can afford to continue displaying banners or pop-ups on various websites. Advertising is expensive, and while it’s worth the money to create good advertising, businesses should also be investing in more evergreen content. That’s where the PR campaign comes in—a blog post can stay up and circulate on the web much longer than any advertisement.
A campaign can stay alive as long as you’re regular about re-posting articles and continuing to reference them in the present. Any money and time spent on a PR campaign will continue to pay itself off long into the future. Combining your sales and PR teams generates a lot more power than either has alone, creating a sense of awareness that will captivate audiences and create new customers for a long time.