MarTech Podcast ™ // Marketing + Technology = Business Growth Episode: PR's Role In Marketing Release Date: December 4, 2024 Host: Benjamin Shapiro Guest: Jerry Towsley, Head of Marketing at BusinessWire

Overview

In this insightful episode of the MarTech Podcast™, host Benjamin Shapiro engages in a comprehensive discussion with Jerry Towsley, the Head of Marketing at BusinessWire. The conversation delves into the evolving role of Public Relations (PR) within the broader marketing landscape, exploring how PR integrates with marketing strategies to drive business growth. Jerry shares his expertise on humanizing marketing efforts, the importance of collaboration, and the distinct roles PR plays for both Fortune 500 companies and mid-market businesses.

Introduction to BusinessWire and PR in Marketing

[02:36] Jerry Towsley:
"Hi, I work for BusinessWire and we distribute your news to the people you need to reach. And we do that with over six Decades of experience. So you can trust our delivery of the news that's important to your organization. Have confidence that it's going to extend your brand the way you want it to and to reach your goals."

Jerry succinctly introduces BusinessWire, emphasizing the company's long-standing expertise in news distribution and its role in extending brand presence through trusted channels.

[03:36] Benjamin Shapiro:
"Let's start off with a segment we call what's the Word? Here you go. What's the word that describes PR's role in marketing today?"

Jerry responds by highlighting the human element in PR:

[03:36] Jerry Towsley:
"The word for me, Ben, is human. You want all your marketing to be humanized and approachable and be personable."

The Human Element in PR

Jerry underscores the necessity of humanizing marketing efforts, stating that PR allows brands to present a personable and approachable image. This contrasts with other digital marketing channels that can sometimes feel impersonal.

[04:26] Benjamin Shapiro:
"I think of PR as getting your message broadcast through earned media channels, not owned media channels. That's how I think of it. That's a lot of, like credibility."

Benjamin adds that PR builds credibility by securing placements in reputable media outlets, enhancing the brand's trustworthiness.

[05:08] Jerry Towsley:
"It has to come from someone with deep experience in your business...it's more impactful."

Jerry emphasizes that effective PR comes from knowledgeable individuals within the company who can authentically convey the brand's message, thereby enhancing credibility and trust.

Collaboration: A Key Component of PR

Jerry introduces collaboration as another vital aspect of PR in marketing:

[07:02] Jerry Towsley:
"Collaboration is the genesis for all of that."

He explains that successful PR requires a collaborative approach, working closely with writers and PR professionals to craft messages that resonate on a human level while maintaining consistency across various platforms.

Debunking Myths: PR Beyond Branding

In the "Marketing Mythbusters" segment, Benjamin challenges the notion that PR is solely for branding. Jerry responds by affirming that PR is integral to brand development but also extends beyond mere branding.

[08:37] Jerry Towsley:
"No, absolutely not. I'm a brand first marketer...PR lets you go deeper and bring out parts of your brand that aren't just the brand, but they're really deeper elements and kind of the essence of your brand."

He elaborates that PR builds trust and credibility by sharing authentic stories and consistent narratives, thereby enhancing the overall brand image.

Integration of PR in the Marketing Mix

Benjamin raises a critical point about the relevance of PR in technology-driven marketing, particularly for roles focused on marketing operations and demand generation.

[09:44] Benjamin Shapiro:
"Why is this related to marketing and why is it related to me?"

Jerry responds by illustrating how PR complements other marketing efforts:

[10:48] Jerry Towsley:
"Public relations evolves around earned media... it's reaching those unexpected places that you can't pay for."

He explains that PR works hand-in-hand with other marketing channels, utilizing earned media to extend brand reach in ways that paid channels cannot, thereby enriching the overall marketing strategy.

PR Strategies for Different Business Sizes

Benjamin probes into how PR strategies might differ between large corporations and mid-market companies.

[12:22] Benjamin Shapiro:
"When you're down market...you don't have tens to hundreds of thousands of dollars to go have somebody go chase around journalists."

Jerry addresses this by highlighting the adaptability of PR strategies based on the company's scale:

[13:18] Jerry Towsley:
"The type of relevant media that you're reaching versus a Fortune 500...we're looking for very pinpoint relevant earned media."

He suggests that mid-market companies should focus on targeted, relevant media placements that resonate with their specific audience, rather than aiming for broad national exposure.

Maximizing PR's Impact on Business Results

Benjamin emphasizes that while PR is crucial, it must be integrated with other marketing strategies to translate into tangible business outcomes.

[15:04] Jerry Towsley:
"When we get earned media, we build that same message and that same content into our account based marketing...planning a webinar."

Jerry illustrates how BusinessWire leverages PR-generated content across various marketing channels—such as account-based marketing, social media, webinars, and paid campaigns—to ensure a cohesive and comprehensive marketing strategy that drives revenue.

The Art and Science of PR in Marketing

Benjamin concludes by reflecting on the dual nature of marketing as both an art and a science, emphasizing the role of PR in building brand trust and reducing acquisition costs.

[16:06] Benjamin Shapiro:
"Your brand is not something that you can control. It is what your prospects think about you...PR doesn't have to only be big."

He reiterates that PR fosters a favorable brand perception, which indirectly enhances the effectiveness of other marketing efforts by building trust and credibility among the target audience.

Conclusion

The episode wraps up with Benjamin summarizing the significance of integrating PR into the marketing mix to achieve a balanced and effective strategy. He underscores that PR is not just for large corporations but is equally valuable for smaller businesses aiming to build trust and credibility.

[19:16] Podcast Announcer:
"Thanks for listening to the Martech Podcast and Ihear Everything Production..."

Key Takeaways

1. Humanizing Marketing:

   • PR brings a human element to marketing, making brands more personable and approachable.

2. Credibility and Trust:

   • Earned media placements through PR enhance brand credibility and build trust with the audience.

3. Collaboration:

   • Successful PR requires collaborative efforts between marketers, PR professionals, and writers to craft authentic narratives.

4. Flexibility Across Business Sizes:

   • PR strategies can be tailored to suit both large corporations and mid-market businesses by focusing on relevant media channels.

5. Integration with Marketing Mix:

   • PR should be seamlessly integrated with other marketing strategies, such as account-based marketing and digital campaigns, to drive comprehensive business growth.

6. Beyond Branding:

   • PR plays a critical role in developing deeper brand narratives and fostering relationships with media, extending its impact beyond mere branding.

Quotes Highlight

• Jerry Towsley [03:36]:
  "The word for me, Ben, is human. You want all your marketing to be humanized and approachable and be personable."

• Jerry Towsley [05:08]:
  "When it comes from someone who does it with clients and helps them achieve their results, it's more impactful."

• Jerry Towsley [10:48]:
  "Public relations evolves around earned media... it's reaching those unexpected places that you can't pay for."

• Benjamin Shapiro [16:06]:
  "Your brand is not something that you can control. It is what your prospects think about you."

Further Resources

• Connect with Jerry Towsley:

  • LinkedIn Profile

• Visit BusinessWire:

  • businesswire.com

• Subscribe to the MarTech Podcast:

  • Available on YouTube, martechpod.com, and all major podcast platforms.

This episode provides a deep dive into the indispensable role of PR in modern marketing strategies, offering valuable insights for marketers looking to leverage PR for business growth, regardless of their organization's size.