email marketing strategy
email marketing strategy

Public relations and email marketing are important strategies that can help build a company’s or brand’s image in the eyes of the public. While both strategies have different  modes of operations and different objectives – they can be used together to create a more effective marketing strategy. In fact, email marketing can be a vital addition to PR. 

What is Public Relations?

Public Relations is the process of using strategic commutation methods to build an advantageous relationship between the public and a company or brand. Public relations usually involve communications that take the form of press releases, whitepapers, reports, and the careful involvement of news teams or journalists 

The focus of public relations is to build or improve the image of a brand in the eyes of the public, where the public is the brand’s target audience. This is accomplished through the usual channels, or through the strategic involvement of influencers or experts in the industry that the brand or company is in. 

What is Email Marketing?

Email marketing is the use of email to get the brand’s or company’s marketing messages across. Usually, the emails are delivered to subscribers who have opted to receive the company’s marketing messages. 

The primary purpose of email marketing is to generate brand awareness, and help build a positive relation between the brand and the customer. To do so, email marketing must consider what the right kind of content is for the brand, and then deliver that content to their target audience. 

Usually, email marketing is a part of a marketing campaign, and is used to prompt the customer into action. Email marketing can include newsletters, promotional campaigns, milestone emails, feedback campaigns, and promote campaigns that help generate leads. 

How to Use Email Campaigns for Public Relations

While public relations and email marketing seem like two different marketing strategies, they work towards the common goal of making a company or brand look good. Both public relations and email marketing have considerable overlap when it comes to strategies. They both involve communicating with the public, but public relations primarily deals with the media that the target audience relies on for information, while email marketing deals with the target audience directly. 

Public relations and email marketing – they both focus on the delivery of information to the target audience, in a timely manner.

Which is why both the strategies can complement each other in the following ways: 

  •       Email marketing can help boost PR – People rely on media for information, and a mention in a reputed publication can help boost a brand’s endorsement. Email marketing that mentions any relevant press coverage can help build the reputation of the brand in the eyes of their target audience.
  •       Email marketing can be used to announce events – Event announcements are an effective method of combining public relations with email marketing. If an important event is coming up, then email marketing can help generate interest and ensure sign-ups, while public relations focuses on promoting news and information about the event.
  •       Email marketing can be used to build better community relations – While PR efforts can focus on getting press worthy contributions of the brand out to the media, the email market can help the target audience become aware of the contributions to the community made by the company or brand.
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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.