Why You Should Hire A Marketing Team For Your PR Campaign

Publicity without a plan feels like shouting in a crowded room. You might land a headline or a viral mention, but if there is no marketing team for PR ready to catch that interest, the moment fades almost as quickly as it arrives. When marketing for PR campaigns is built into the plan from day one, every press hit is backed by landing pages, emails, social content, and clear next steps that move people from curiosity to action. That is the real answer to why you should collaborate with your marketing and PR department: integrated PR and marketing create more consistent messaging, stronger brand presence, and better business outcomes than siloed efforts. 

At a glance

• Integrated campaigns that combine PR and marketing drive stronger awareness, trust, and lead generation than standalone efforts.
  
• Aligning storytelling with content, email, and web journeys makes it easier to turn earned attention into qualified leads and customers. (HubSpot)
  
• Shared dashboards and KPIs let PR and marketing teams track how coverage affects traffic, engagement, and revenue in one place.
  
• Using a mix of paid, earned, shared, and owned channels around each story multiplies reach and keeps your message consistent. 

The Strategy Behind The Story

A strong PR push starts long before a press release goes out or a journalist is pitched. Your marketing and PR department should first align on brand positioning, audience research, and business goals so every story supports a clear, long-term narrative instead of being a standalone stunt. From there, PR moments are mapped to the marketing funnel, which means each announcement has tailored landing pages, calls to action, and follow-up campaigns ready to welcome new visitors and guide them through the journey. Shared analytics and attribution then connect earned media, search lift, social engagement, and email responses to real outcomes like pipeline and revenue, so future campaigns are built on what actually works rather than guesses. (HubSpot) 

• Align each pitch and announcement with a specific stage of the funnel so audiences always have a natural next step.
  
• Use shared tracking and dashboards to see which stories, outlets, and channels deliver the most qualified interest.
  

Why PR Alone Is Not Enough

Traditional PR is powerful at shaping reputation, winning coverage, and putting your brand into the right conversations, but it is not built to own the full customer journey. A glowing feature can trigger a spike in branded search and website visits, yet without thoughtful marketing for PR campaigns, many of those visitors will land on generic pages, feel unsure what to do next, and disappear. When PR and marketing work together, the story crafted for media is mirrored by clear offers, landing pages, remarketing, and nurture flows that turn that curiosity into real demand and sales. This shift from activity to outcomes is one of the biggest reasons modern brands treat PR and marketing as a unified strategy rather than separate disciplines. (PR Daily)

• Use PR to build credibility and interest, then let marketing capture and develop that interest into a pipeline.
  
• Plan launches so coverage, product pages, and campaigns all go live together instead of in disconnected bursts.
  
• Share performance data so PR angles and marketing hooks are refined from real audience behaviour, not assumptions.
  

How PR And Marketing Work Together Day To Day

Inside organizations that collaborate well, PR and marketing are not competing for credit; they are acting as two sides of the same engine. PR focuses on narrative, thought leadership, and relationships with media and stakeholders, while marketing owns campaigns, customer journeys, and conversion performance. When these worlds stay in sync, brands see faster execution, more consistent messaging, and better use of budgets because each team understands where they fit in the bigger picture. Regular joint planning, shared calendars, and open feedback loops keep both groups informed on what is launching, what is landing, and what needs to change. (Agility PR) (Ragan Communications)

• Run shared planning sessions so PR pitches, content drops, and paid campaigns support the same themes and dates.
  
• Align on a single message framework so journalists, prospects, and customers hear a coherent story everywhere.
  
• Review outcomes together so both teams see how their work contributed and what to adjust next time.
  

Turning Media Moments Into Measurable Outcomes

Marketing for PR campaigns is about turning a moment of visibility into a measurable journey. When a story lands, people search your brand, click through from articles, follow your social channels, or sign up for updates, and every one of those actions is a chance to move them deeper into the relationship. A dedicated marketing team for PR designs announcement-specific landing pages, builds email sequences that reference the coverage, and sets up tracking links so each outlet and angle can be evaluated. Over time, this makes it possible to see which stories truly drive leads and revenue, rather than judging PR only on impressions or share of voice. (Cision)

• Create campaign landing pages that echo the language and promise of the coverage so visitors feel immediate alignment.
  
• Use UTM parameters and clear goals to compare how different placements perform on signups, demos, or purchases.
  
• Build simple nurture sequences that acknowledge where people discovered you and guide them to the next logical step.
  

Why You Should Collaborate With Your Marketing And PR Department

From the outside, people only see one brand interacting with them across many touchpoints, not separate departments behind the scenes. When the marketing and PR department operate in isolation, messages get mixed, promises feel inconsistent, and customers have to work harder to understand who you are and what you offer. By contrast, integrated PR and marketing create a unified experience where the story told in media is reinforced by your website, social content, ads, and sales conversations, which steadily builds trust and recognition. This kind of synergy has become a major driver of brand credibility and long-term loyalty in increasingly noisy markets. (Agility PR) (Ragan Communications)

• Build a shared “message house” so both teams rely on the same core story, proof points, and language.
  
• Use one integrated brief for major initiatives that covers PR, content, paid media, and enablement from the start.
  
• Treat debriefs as joint sessions where both sides learn from the same data, not separate performance reviews.
  

Building A Marketing Team For PR Campaigns

Even if the organization is small, someone needs to own the marketing side of PR campaigns. That might be a dedicated marketing team for PR or a small squad within your wider department that understands media timelines, launch rhythms, and what assets journalists and customers need. Typical capabilities include strategy, copywriting, design, marketing operations, and analytics, all tuned to support stories with strong digital follow-through. As more brands embrace integrated digital PR, these hybrid teams have become an essential bridge between awareness-driven activities and revenue-focused marketing. (HubSpot) (Thundertech)

• Clarify roles for strategy, content, design, and reporting so PR always knows who to tap for support.
  
• Train marketers on PR basics and media lead times so assets are ready when coverage goes live.
  
• Give the team a mandate to stretch each win across channels rather than treating every story as a one-day event.
  

The Role Of Data And Measurement In Joint PR And Marketing

Once PR and marketing share data, their conversations move from “we got coverage” to “we shifted behaviour.” PR teams still track reach, sentiment, and share of voice, but those metrics are now connected to marketing data such as branded search trends, referral traffic, conversions, and pipeline. By combining these views, leaders can see how a well-placed story influences awareness, consideration, and revenue, which makes it easier to secure investment and prioritize the right opportunities. Many teams now rely on unified dashboards and agreed KPIs, so both functions are working toward the same measurable goals instead of competing metrics. 

• Choose a short list of shared KPIs, such as branded search, direct and referral traffic, and assisted conversions from earned media.
  
• Use CRM and analytics data to attribute leads and deals to specific stories, outlets, or PR driven campaigns.
  
• Refine outreach strategies and content based on which narratives and channels consistently attract high-intent visitors.
  

Integrating Owned, Earned, Shared, And Paid Media

Modern campaigns rarely sit neatly in a single channel, which is why the PESO model has become such a useful way to think about marketing for PR campaigns. Paid, earned, shared, and owned media each bring distinct strengths, and when they are orchestrated around the same story, the effect is far greater than any one element alone. A marketing team for PR can decide how to promote standout coverage through paid social, weave it into newsletters, repurpose it as blog content, and encourage advocates to share it, giving every win a much longer and wider life. This holistic view of media is now central to many high-performing PR and marketing strategies. 

• Map each big announcement to PESO channels so you know exactly how you will support it before it goes live.
  
• Turn quotes, stats, and visuals from coverage into social content, case studies, and sales assets.
  
• Test modest paid budgets on top-performing stories to find out where amplification has the best return.
  

Managing Reputation And Crisis With Joint PR And Marketing Efforts

When pressure hits, the strength of collaboration between PR and marketing becomes very visible. PR leads on crafting accurate, empathetic messages and maintaining trust with media and stakeholders, while marketing controls the digital infrastructure that customers rely on for updates, such as your website, email, and social feeds. Teams that already know how PR and marketing work together can respond faster, keep messaging consistent, and reach people through the channels they use most often, which protects both reputation and relationships. Planning this collaboration in advance is what allows brands to be steady and transparent when it matters most. (Agility PR) 

• Create a crisis playbook that defines roles for statement drafting, approvals, and updates across all owned channels.
  
• Prepare flexible templates for banners, FAQs, and emails that can be adapted quickly to different situations.
  
• Run occasional drills so your marketing and PR department can practice responding together under time pressure.‍

FAQ

Why should I involve marketing in a PR campaign if I already have a PR agency?

Marketing makes sure the attention your PR agency earns turns into traffic, leads, and sales by building landing pages, email flows, and campaigns around each media moment so PR and content work together to generate demand. (HubSpot)

How do PR and marketing work together without stepping on each other’s toes?‍

They agree on shared goals and clear roles, with PR owning narrative and media relationships and marketing owning campaigns and journeys, all coordinated through integrated planning, messaging frameworks, and measurement. (Cision)

What does a marketing team for PR campaigns actually do day to day?‍

They create and update campaign landing pages, social and email copy, and supporting assets, then track how coverage changes engagement, traffic, and conversions so every story has a strong digital backbone. (Sprout Social)

Is it worth building a dedicated marketing team for PR in a smaller company?‍

Even in a smaller company, assigning clear responsibility for marketing for PR campaigns ensures assets are built, results are tracked, and PR is tied to real business outcomes instead of one off visibility spikes. (Hootsuite)

How can I start improving collaboration between my marketing and PR department today?‍

Start with one shared campaign brief, one calendar, and one success dashboard, then review results together so both teams see the full picture and can refine collaboration over time. (Ragan Communications)

How much does a PR agency cost?‍

Many PR agencies charge monthly retainers that often range from about 2,000 to 20,000 dollars or more per month, depending on scope, market, and seniority, with specialized or enterprise programs sitting at the higher end of that spectrum. (Pressiqa) (Canvas PR)

From Headlines To Growth: Making Every PR Moment Count

Brands that seem to dominate the conversation in their category rarely rely on PR or marketing alone; they rely on both working in lockstep. The story crafted by PR becomes the raw material for high-performing campaigns, and the insights gathered by marketing feed back into sharper, more resonant narratives for future outreach. That is why questions like how do PR and marketing work together or why should you collaborate with your marketing and PR department ultimately point to the same conclusion. A marketing team for PR campaigns gives every announcement a second life as part of a thoughtful journey, and over time those journeys compound into trust, loyalty, and revenue that last far longer than any single headline.