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Consider Your PR Agency Part of Your Sales Team

In today’s ultra-competitive business landscape, new thinking on improving teamwork between a company’s sales and marketing groups and their PR agency is a growing priority. It’s a given that collaboration with your public relations agency is key to effective PR efforts. Public relations professionals simply cannot do their jobs without a highly-cooperative, integrated relationship.

What are other, maybe less conventional ways to more closely align your agency resources with your company’s business objectives? One fresh idea is to consider your public relations team as part of your sales force. Without two-way communication between your sales team and your PR agency, you may be missing opportunities for media coverage that could help get your message out.

Encourage such collaboration. For example, if your sales team thinks of story ideas, no matter how off-beat or seemingly trivial, don’t be afraid to share these ideas with your PR agency. Remember, PR professionals are trained to spot news where others may not see it. Keep them well-informed about all company activities – especially sales – that might generate positive media coverage.

• Your PR pros should know as much about your company, your products and services as your sales team. After all, your public relations team has to be able to sell your brand to a specialized audience – the media – and ultimately, your target customers.
• Have your PR team take part in sales training. Make sure they tour your facilities. Let them interview your best sales people. Allow them to ride along on a few sales calls so they really understand the process.
• And don’t forget to include your internal PR team! Collaboration between all three groups is crucial for efficient information–sharing – especially when dealing with sensitive issues such as crisis communications and product introductions.

When properly executed, public relations teamwork is an invaluable enhancement to your collective marketing and sales efforts. Contact Nelson Schmidt to learn more about this and other innovative PR ideas we’ve provided our clients.