MarTech Podcast ™: PR's Role In Marketing – Detailed Summary

Release Date: May 6, 2025
Host: Benjamin Shapiro
Guest: Jerry Towsley, Head of Marketing at Business Wire

Introduction

In the May 6, 2025 episode of the MarTech Podcast ™, host Benjamin Shapiro delves into the intricate relationship between Public Relations (PR) and marketing with Jerry Towsley, the Head of Marketing at Business Wire. This episode, titled "PR's Role In Marketing", explores how PR contributes to business growth, brand building, and demand generation through strategic use of technology and collaborative efforts.

Defining PR's Role in Marketing

Jerry Towsley opens the conversation by emphasizing the human aspect of PR in marketing. He states, “[PR is] about the human side of marketing. [We] can put a face on our brand. We can put a name to our brand and have it come from a human” (03:05). This humanization differentiates PR from other marketing channels that may struggle to present a personable and approachable image.

Benjamin Shapiro adds his perspective, associating PR with credibility and distribution. He notes that PR’s strength lies in broadcasting messages through earned media channels rather than owned ones, enhancing the brand’s credibility through placements in reputable publications like Forbes or The New York Times.

Jerry elaborates further, highlighting collaboration as a crucial element in PR. “[Collaboration] is the genesis for all of that” (07:35), he explains. Working closely with PR professionals, he underscores the importance of crafting messages that are not only human but also resonate deeply with the audience’s needs and expectations.

Myth Busting: PR is Not Only for Branding

Transitioning to the Mythbusters segment, Shapiro challenges the common misconception that PR is solely a tool for branding. Jerry firmly disagrees, asserting, “No, absolutely not” (08:06). He explains that while PR supports brand development, its true value lies in building trust and credibility. By sharing authentic stories and consistent narratives, PR helps establish a trustworthy brand image that goes beyond mere perception.

Jerry emphasizes that PR is vital for showcasing a brand’s expertise and reliability. “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” (09:13). This depth is essential for creating a comprehensive marketing strategy that not only attracts attention but also fosters long-term customer relationships.

PR in Different Company Sizes

Shapiro raises an important question about the scalability of PR strategies across different business sizes. He asks how PR roles differ between a Fortune 500 company and a mid-market or smaller organization.

Jerry responds by affirming that the fundamental role of PR remains consistent, regardless of company size. “[...] the opportunities for visibility might be different, but they just have to be relevant” (12:47). For large corporations, PR efforts often focus on national and international channels, leveraging extensive resources to reach broad audiences. In contrast, mid-market companies like Business Wire concentrate on pinpoint relevant earned media, targeting specific segments that align closely with their business goals.

This tailored approach ensures that even with limited budgets, mid-sized companies can effectively utilize PR to enhance their brand presence and engage with their target audience meaningfully.

Integrating PR with Other Marketing Channels

A critical aspect discussed is the integration of PR with other marketing channels to drive business results. Jerry explains that PR is not a standalone tactic but part of a comprehensive marketing mix. “[We] surround your audience with the same narrative in different formats” (14:33). This involves blending earned media with account-based marketing, social media, webinars, website updates, and paid search campaigns.

By maintaining a consistent message across various platforms, businesses can amplify their PR efforts and ensure that the brand narrative resonates at every touchpoint. Jerry likens PR and other marketing channels to interdependent elements that collectively drive revenue and demand generation. This synergy between PR and other tactics ensures that the benefits of earned media translate into tangible business outcomes.

Why PR Matters for All Marketers

Shapiro addresses potential skepticism from listeners who might see PR as an art rather than a science. He argues that PR plays a strategic role in lowering cost per acquisition by building a trustworthy brand that enhances the effectiveness of other marketing efforts. “[...] if you're in marketing, ... you need to think about not only what's going to build the brand to get people that awareness and credibility and trust ... but then there's the notion of harvesting that and refining it down” (14:33).

He encourages marketers, especially those focused on demand generation and marketing operations, to recognize the value of PR in creating a holistic marketing strategy. By leveraging PR to build a solid brand foundation, marketers can enhance their demand generation initiatives, leading to better conversion rates and overall business growth.

Conclusion

The episode concludes with a reaffirmation of PR’s integral role in modern marketing strategies. Jerry Towsley highlights that effective PR involves earned media and relationships with the media that cannot be replicated through other channels. He likens earned media to “bonus brand footprint coverage,” offering unexpected opportunities to extend the brand’s reach in meaningful ways (10:16).

Benjamin Shapiro wraps up by emphasizing the importance of integrating PR into the broader marketing mix to achieve comprehensive and effective business results. He encourages listeners to embrace PR as a valuable component of their marketing strategies, regardless of their company's size or budget.

For those interested in further insights or connecting with Jerry Towsley, links to his LinkedIn profile and Business Wire’s website are available in the show notes. Additionally, listeners are invited to explore more episode summaries and opportunities to join as guests at martechpod.com.

Notable Quotes:

• 03:05 Jerry Towsley: “Human is the word [...] public relations, we can put a face on our brand. We can put a name to our brand and have it come from a human.”

• 07:35 Jerry Towsley: “Collaboration or collaborative is another word that comes to mind when I think of that secret word or what's the word?”

• 08:06 Jerry Towsley: “No, absolutely not. PR is not only for branding.”

• 09:13 Jerry Towsley: “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.”

• 12:47 Jerry Towsley: “[...] the opportunities for visibility might be different, but they just have to be relevant.”

• 14:33 Jerry Towsley: “We're partnering with our sales team on those to drive revenue in through that channel... It's part of the mix. In no way is it a standalone.”

Note: This summary captures the essence of the conversation between Benjamin Shapiro and Jerry Towsley, highlighting the multifaceted role of PR in contemporary marketing strategies. For a full listening experience, tune into the MarTech Podcast ™.