Making the Most of PR (in Other Areas of Your Marketing)

Advice

In the world of marketing, it’s easy to treat public relations like that lone wolf—off on its own, doing its thing. But here’s the secret sauce: PR works best when it’s part of a bigger strategy, and when woven into other marketing channels, it becomes a powerhouse that delivers value far beyond media coverage. So, how do you integrate PR into your overall marketing to amplify impact? Let’s check out some smart ways to repurpose and align your PR efforts with content marketing, social media, email marketing, SEO, and even some extra creative touchpoints!

Content Marketing – Maximise the Momentum

You’ve secured a killer press piece, and it’s lighting up your Google Alerts—awesome! But don’t stop there. PR content has legs, and one of the best ways to maximise its impact is through content marketing.

Take that new article or interview and repurpose it for your blogs, case studies, or company “About Us” or “Press Page”. Showing social proof in a visible, digestible format reinforces your credibility to site visitors. Who doesn’t love to see a brand endorsed by a notable media outlet?

While content marketing is part of your ‘owned’ repertoire, there is now reason why there can’t be overlaps between owned and earned (and more!). So why not elevate your earned media wins even further? This is where PR’s halo shines—trust by association.

Social Media – The Mega-Phone for Your PR

Social media can be your microphone for PR wins. However, how you use that microphone depends on your audience.

Did you get mentioned in a popular industry magazine? Share it on LinkedIn and Twitter if you’re B2B, or take it to Instagram Stories or the most relevant platform if you’re B2C. Build buzz by pulling quotes, snippets, and behind-the-scenes content from that win. And remember, timing is key—don’t wait too long to share the news, but give it space to breathe across different platforms to extend its life cycle.

Speaking of social media, you can even combine ‘paid’ with ‘earned’. Did you know that some brands will retarget you on social media with a media logo on that particular ad, so that you trust them more? It’s because it’s proven to be an effective strategy in both B2B and B2C.

Email Marketing – Your PR News, Delivered

Email marketing is another channel that can work wonders when combined with PR. Your subscribers want to know you’re making waves, and PR is a fantastic way to keep them engaged and informed.

Bragging rights (subtle, of course): Include your latest PR wins in your newsletters—whether it’s an article, podcast appearance, or mention in an industry round-up. These touchpoints build trust with your audience, offering the reassurance that you’re staying relevant in your space. Those media logos and links to PR content will not also create more trust, but help your audience learn more about your story, your company, products, people and more.

Speaking of email, in one-to-one emails, use PR as fuel for more personalised outreach. PR content can be the perfect icebreaker! Whether it’s leaving a link near your signature or dropping in a “Hey, we were just featured in Business Insider” is a great way to add weight to your pitch or excuse for a reminder without being overly pushy. It shows you’re an authority worth considering, and it nudges the recipient closer to a sale or partnership.

SEO – PR with Search Benefits

While PR’s primary goal isn’t SEO (there are SEO agencies for that), it can be an excellent byproduct when executed correctly. PR-driven content often results in backlinks, which can help with search engine rankings—just don’t be the guy who demands backlinks from journalists (seriously, don’t be that guy).

When a well-ranked site links back to you, it tells Google that your content is valuable. This boosts your domain authority, which can help push your content higher in search results. PR provides the golden opportunity to earn these backlinks organically, which can be the gift that keeps giving when it comes to SEO.

You can also go a step further and optimise the PR content itself. Incorporate relevant keywords into press releases, interviews, and articles to maximise your search visibility. Just make sure it feels and actually is natural—journalists and readers alike can sniff out keyword stuffing from a mile away.

Extras – Going Above and Beyond

Some companies take their PR amplifications to the next level by boosting social media posts or repurposing PR wins for advertising and lead-gen campaigns. Let’s not pretend that’s not a genius idea.

Imagine a LinkedIn ad targeting high-level decision-makers with a call to action like “Find out why The Guardian called us the future of fintech.” It’s the best of both worlds: you combine the trust and credibility of earned media with the precision of paid targeting.

Don’t forget to plaster those media logos wherever possible—presentations, sales decks, above the fold on your homepage. This is a form of instant trust-building. The moment someone sees a familiar media logo attached to your brand, their confidence in you skyrockets. But also don’t overdo it in investor decks as the main focus should always be your business opportunity.

Conclusion: The Integrated PR Magic

The magic of PR isn’t limited to press coverage alone—it’s about integrating those wins into every aspect of your marketing to create a bigger, bolder brand presence. PR can amplify content marketing, supercharge social media, add credibility to email outreach, and even boost your SEO ranking. By weaving PR into your larger marketing strategy, you can leverage it for continuous, long-term benefits that go way beyond just one article.

So, don’t let your PR wins gather dust in the archives—put them to work! Every mention, article, and interview is another thread in the fabric of your brand story, waiting to be shared, boosted, and celebrated. Trust us, the rewards are worth it.

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