The 5th P in the Marketing Mix: PR Why marketing agencies are expanding their frontier

The 5th P in the Marketing Mix: PR

Posted on March 13, 2015 by Charlene D'Aoust

Why marketing agencies are expanding their frontier

What is PR?

Public relations (PR) is a field that often requires an explanation, description and an example – and most people still cannot comprehend what PR professionals do. The truth is, PR is often a behind-the-scenes role in a much larger picture. PR is about creating, monitoring, and telling stories about companies / brands in order to maintain and build mutually beneficial relationships with consumers, clients and stakeholders… and so much more.

Still unclear? Let me break it down.

The two most talked about topics in the workplace generally tend to be the weather and the news. The weather is usually a short-lived conversation succeeded by a much longer discussion about the latest product, a recent study, a new restaurant in the area, and so on. This is where PR comes into play. The news –be it television, a newspaper, radio or blog post— acts as a talking-head so-to-speak, the face that delivers the message. PR initiatives act as the neck that guides the head in the right direction by finding appropriate discussions and events to interject key messages and share announcements with the target audience. It’s here that a relationship is built.

Why introduce PR?

It’s a Natural Fit

With advancements in technology— internet, smartphones— meeting consumers where they are also means an overlap between marketing and PR. Why not merge two industries that work in tandem? Many college and university programs already offer integrated marketing communications to include both fields since the distinct lines have blurred and often overlap.

Yields a Deeper Understanding

When PR and marketing teams work together it helps to achieve client goals by allowing teams to better understand the consumer from both a promotions and communications perspective. For example, once a consumer is identified or purchases a product, it’s important on the PR side to build a lasting relationship and equally as important for marketers to maintain and generate new customers. Knowing how each team is reaching their audience helps.

More Control

It’s vital to ensure that PR messages are consistent with client objectives, marketing and branding. When content and strategy is developed with both the PR and marketing teams, it can be amended, created and edited simultaneously. Understanding a brand’s voice makes it easier to capture an audience.

Not Outsourcing

Keeping the work within the walls increases efficiency for clients and the team. It reduces the amount of time spent sourcing designers and saves the headache of back-and-forth changes and edits. Having an in-house PR, marketing and design team makes it simple for clients to understand all that can be achieved on a single budget.


Pros from other disciplines and backgrounds offer a broader range of ideas and expand the creative mind while brainstorming or developing campaigns. In short, it’s fun! Hearing new and interesting perspectives helps keep fresh ideas flowing all day long.

Content Development
Having the marketing team and PR team in the same office is great for helping with the creation of content on both ends. When the design team is in arms reach, the sky’s the limit. From planning to execution, designers are available to pull together eye-catching infographics, images, and other assets to accompany public relations materials.

That’s why!
In the age of aggregated real-time news, people are constantly tuned in to what’s being said about brands and companies, everywhere they go. Introducing PR to the marketing mix means reaching your consumers in different ways and more frequently. At 88 Creative this means giving our brands and clients the greatest results possible.

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