Marketing and public relations as a whole now rely to a great extent on information technology. Big data is now the basis of all PR campaigns, and the only way that your business will gather, store and analyze such data is via a cogent IT system. It is thus now critical for a seamless and efficient business PR system to be integrated both throughout the business as well as with your integrated business IT.
Holistic PR and marketing
There has been a lot written as to the holistic marketing and PR process. PR is about what people say about your brand and your business and, in return, what and who you communicate with the public in relation to the brand. For this to be holistic, there must be a clear message built on a genuine backstory that remains consistent on all integrated platforms throughout the business. Being able to perform this critical business function in a holistic manner will require you to ensure that the entire business, including your supply chain and distributors, are saying the same things about the business. And positive things at that.
Holistic PR is thus essentially about creating a working feedback loop that allows customers and clients to engage in open and ongoing dialogue with the business. Social media is one of the best means of creating such a feedback loop, and as these platforms expand and improve, all marketing and PR is now online. This requires that your business has professional IT services on call because if data is the lifeblood of the business, and this data is stored, protected, and utilized through the IT systems you have in place, then these systems will need to be expertly installed, maintained and upgraded.
There is also a similar amount being written as to the integrated IT system for your business. Indeed, understanding both will be critical for your business success, but integrating both marketing and IT is the best way to develop a cogent PR process.
Integrating your IT means that all systems and processes, data, applications, and devices across the organization are linked and able to share and read data from each other. The secret is thus to use these integrated IT systems to run your holistic marketing and PR.
The data collected must be able to be analyzed and turned into marketing insights, and for this to happen, the IT systems that the business uses must be designed with business-specific uses in mind. Furthermore, they must be linkable. Marketing needs to link and share the information that they have, or the brand building blocks, with all staff, not only those on the sales floor.
The only way that your business will be able to create a holistic PR system that works to promote a consistent brand message throughout the business will be with integrated IT and software. It speaks to and for the PR campaign and serves to include, inform and educate as many of the workforce and customers alike as is possible.