The lines between public relations, marketing and media buying have blurred—and the most successful communicators are embracing this new model of collaboration. Learn how to break down silos between comms, marketing and partnerships to open new doors for visibility, credibility and lead gen. In this case study featuring a B2B company that identified earned opportunities within existing marketing agreements, you’ll learn how they negotiated to create fresh storytelling angles outside of their regular beat. Explore:
- Cross-Functional Collaboration: How to embed yourself in the customer side of the business to make sure contracts include PR contingencies—and how to coordinate with marketing and media buyers to ensure sponsored content aligns with editorial narratives and PR timing.
- Breaking the B2B Buzz: Techniques to spin a story to pitch new verticals, including lifestyle publications and niche audiences, for traditionally B2B businesses.
- Rethinking Influence: How companies enter the influencer market, including how to identify subjects that have traditional media experience. Plus: Why some journalists should be considered in your influencer strategy.
- Measuring the Media: Tracking the ripple effect of hybrid media campaigns, from media hits to lead gen, and how best to report those successes.
