How communications & marketing can work together to create a unified brand strategy


For decades there has been a disconnect with communication and marketing teams, which has hindered the ability for brands to orchestrate a cohesive communications strategy. But as the lines between PR and marketing blur, we are seeing a shift. More and more brands are seeking ways to foster collaboration and coordination across paid, earned, owned, and social channels to deliver a compelling, consistent message to all customers.

Join Cision’s Joe Rhoton and BlackBerry’s Karen Clyne as they explore ways to achieve this within the organization and provide insight on the resources needed to make it happen.

In this session you will learn:

  • How earned media audience data informs marketing strategies

  • Ways to align PR measurement to marketing KPIs

  • Why integrated campaigns drive better, more measurable outcomes



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Meet The Experts:

Karen Clyne

Head of Global Communications


Karen Clyne is the Head of Global Communications at BlackBerry. She manages a global team responsible for corporate communications, reputation, content strategy and campaigns, internal and external communications, crisis, social media, advocacy, executive thought leadership, and other opportunities to promote the brand. Before joining BlackBerry, she was Executive Vice President and Western Region General Manager at MWWPR. She also led the U.S. Technology Practice during her years there. Karen holds a BA in Communications from Saint Mary’s College of California, where she currently serves as a Regent on the Board of Regents for the College.


Joe Rhoton

Director of Innovation


Joe Rhoton has more than 12 years of experience working with big brands selling and consulting on better PR measurement and demand generation initiatives. His knowledge of advertising and PR drive his passion for his latest venture as he leads the Global GTM strategy for Cision’s industry leading audience product, Impact.