Implementing True Measurement: An Earned Media Management Strategy Learn More

5 Staples PR Can Borrow from Marketers

Barbara Rozgonyi, founder of CoryWest Media, LLC and publisher of

This post was written by Barbara Rozgonyi, founder of CoryWest Media, LLC and publisher of

What do you see on the horizon?

Journalists use five points to tell a story. Marketing mixes five core elements to develop the big picture. PR weaves in the threads that hold the story together. How do you think marketing and PR relate to each other?


One of my earliest marketing lessons explored how companies aligned their markets to match their customer’s culture. Culture is behavior, demographics, beliefs and patterns ingrained into a market. Who does your customer look like? How do they recognize your firm?


What are you really selling? “Relationships” is too nebulous, even if nurturing a community is essential. What experience does your client want to sell? Do they want to mange their image, leadership, reputation, personality, security, recognition, sales or something else?


Collaboration in the key today, isn’t it? Larger companies often engage several firms to manage their promotions via ads, PR, digital and corporate communications. That’s why harmonizing communications around a consistent brand is critical. Strategy is cool, but it takes coordinated action to make constructive progress. Is your agency a team player or the captain? Either one is okay as long as everyone is following the same playbook.


Even though there are hundreds, probably thousands, of places to be, the only places that matter is where a client looks for information or where a company’s communities gather. Communities might be the media, clients or people interested in a cause. Failing to focus on being as direct as possible is one of the biggest mistakes I see marketers and PR people making. Looking for an express route? Attending an event may be far more productive than spending months on social media outreach. Where do your clients’ routes take them?


How are you pricing services? In researching what’s going on right now in PR, I’ve seen everything from click and buy packages for blog posts, to retainers for traditional media placements [that may or may not happen], to comprehensive solutions that scale to fit the client’s needs. It may not be so much about being competitive as it is about getting results that mean something, being flexible and having connections – via traditional and social media – that no other firm can match. What incredible value do you bring to your clients?

This post is part of the Future of Earned Media series.

About Guest Contributor

Cision invites PR and marketing professionals to share their best practices and advice with the Cision Blog audience. To share your story, contact

Recent Posts

Cision Blogs

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.