The document emphasizes the importance of aligning PR and content marketing to enhance brand awareness, create a unified voice, and boost website conversions. It outlines four steps to achieve this alignment: creating a vision statement, developing a content plan, planning a PR strategy, and fostering collaboration between departments. Effective communication and resource sharing are critical to successfully integrating both disciplines for better lead generation.

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Creating a unified PR Strategy
Brand awareness, a cohesive brand identity, increased web traffic and
revenue can all be accomplished when your PR strategy is aligned
with your content marketing – here’s how!

2. www.tomorrow-people.com
Ensuring your content marketing and
PR is aligned is important because:
1. It creates a unified voice
for your company.

3. www.tomorrow-people.com
Ensuring your content marketing and
PR is aligned is important because:
1. It creates a unified voice
for your company.
2. Both disciplines need each
other to create an impact.

4. www.tomorrow-people.com
Ensuring your content marketing and
PR is aligned is important because:
1. It creates a unified voice
for your company.
2. Both disciplines need each
other to create an impact.
3. It works - the average
website conversion for
companies with defined
processes is more than twice
that of companies without.

5. www.tomorrow-people.com
Ensuring your content marketing and
PR is aligned is important because:
1. It creates a unified voice
for your company.
2. Both disciplines need each
other to create an impact.
3. It works - the average
website conversion for
companies with defined
processes is more than twice
that of companies without.
Making the unified voice a reality is easy if you follow these four steps…

6. www.tomorrow-people.com
Step 1: Create a vision statement
A vision statement should outline what your company wants to be. Having a shared vision will:
Help employees set goals to
advance your company.
Motivate and empower
employees.
Inspire your customers.

7. www.tomorrow-people.com
Step 1: Create a vision statement
A vision statement should outline what your company wants to be. Having a shared vision will:
Start the process by asking yourself these questions:
Help employees set goals to
advance your company.
Motivate and empower
employees.
Inspire your customers.
“What do
we do – and
for whom?”
“How do
we excel?”
“What do our
customers and
other stakeholders
value most about
our company?”
“How do we
measure our
success?”
“What is
our ideal
future?”

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Step 2: Create a content plan
56%of marketers are
doing content
marketing without
a plan - don’t be
one of them!

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Step 2: Create a content plan
To create a content plan you need to:
Identify your personas.
Understand what content gaps are
missing.
Create content ideas and an editorial
calendar.
Have a publishing process, which
ensures content is of a consistent
quality and on-tone.
Understand how to distribute your
content.
56%of marketers are
doing content
marketing without
a plan - don’t be
one of them!

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Step 3: Plan your PR strategy
You’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges
you’re facing and what you want
to achieve from the campaign.

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Step 3: Plan your PR strategy
You’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges
you’re facing and what you want
to achieve from the campaign.
How you will achieve the goals including
the tactics you will use.

12. www.tomorrow-people.com
Step 3: Plan your PR strategy
You’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges
you’re facing and what you want
to achieve from the campaign.
How you will achieve the goals including
the tactics you will use.
What types of
people you
want to target.

13. www.tomorrow-people.com
Step 3: Plan your PR strategy
You’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges
you’re facing and what you want
to achieve from the campaign.
How you will achieve the goals including
the tactics you will use.
What types of
people you
want to target.
The publications, websites
and social media platforms
that you will target during
the campaign.

14. www.tomorrow-people.com
Step 3: Plan your PR strategy
You’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges
you’re facing and what you want
to achieve from the campaign.
How you will achieve the goals including
the tactics you will use.
What types of
people you
want to target.
The publications, websites
and social media platforms
that you will target during
the campaign.
An action plan for
who does what
and when.

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Step 4: Two becomes one!
To work successfully together, departments must share plans -
communication is key to making it a success.
Repurpose content
Share resources
Share successes
Release conflicting messages
Use different tones and styles
Duplicate work
Do: Don’t:

16. Combine content marketing and PR
to tell your brand story to increase
lead generation.
Increase lead generation
with PR and content
marketing
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