How to Leverage PR to Amplify Your Tech Brand
What we do is research — research and storytelling.
Ronjini Joshua, public relations (PR) expert and owner of The Silver Telegram and Green Seed PR, joins host Connor Dube to discuss the relationship between PR and marketing. Listen as they define the differences between PR and marketing, the recent convergence of their core methods, and the importance of keeping your voice and your values present in all your marketing and publicity efforts.
- Traditionally, the difference between PR and marketing is “earned” versus paid media. PR works with journalists to place news stories about the products and companies they represent before the public for informative and educational purposes. In the past, marketing was more focused on selling and creating paid advertising content.
- In recent years, the core methods of marketing and PR have converged. Marketing has moved from “pushing sales” to a more “authentic” approach — creating content to educate the market and help clients address pain points and establish thought leadership. Meanwhile, PR has gotten more involved in the sales side of things. So, marketing and PR are currently “meeting in the middle.”
- The top priority of both PR and marketing is keeping their clients visible. In PR, this involves product placement and earned media which addresses the right audience. In marketing, it involves engaging response and ongoing interaction with target markets. Both focus on tying content and marketing efforts to the client’s mission and values, and both leverage a multichannel approach to pursue thought leadership and continuous presence.
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Ronjini Joshua has 18 years of tech PR experience, focused on media relations. She’s run The Silver Telegram, a PR agency specializing in media relations, for the last 11 years. Ronjini’s agency specializes in tech and lifestyle brands looking for high media exposure or to launch new products and services in the U.S. market. As partners and friends of several crowdfunding platforms, The Silver Telegram’s specialty niche is managing successful crowdfunding campaigns.
Connor Dube is Sales & Marketing Director at Active Blogs, an industry leader in B2B social selling and content strategy, Co-Founder of the Mile High Mentors Podcast, and Founder of B2B Mentors. Building his first business at seven, he’s gone on to create multiple companies and supporting his clients approaches to adding multiple 8-figures to their sales pipeline with his innovative approach to Social Selling. As a current leader in sales and marketing strategy for complex industries, Connor’s been featured in top podcasts, resources, and stages, including MSU Denver’s current sales and marketing curriculum.