Public relations and customer support teams often operate independently within organizations, missing valuable opportunities to create powerful synergies that benefit both departments and the company’s overall success. Research from Salesforce shows that 76% of customers expect consistent interactions across departments, yet only 54% of companies say they’ve achieved good cross-departmental collaboration. When PR and customer support teams work together, they can transform everyday customer interactions into compelling brand stories, while using PR insights to improve support quality. This strategic alliance helps companies build stronger relationships with customers, generate positive media coverage, and create a more cohesive brand experience.
Building the Foundation for Successful Cross-Department Collaboration
The first step in creating effective cross-promotion between PR and customer support is establishing a strong collaborative foundation. According to a study by McKinsey, companies with connected departments are 1.5 times more likely to report increased revenue growth. To achieve this connection, organizations need to implement structured communication channels and shared objectives.
Start by scheduling regular meetings between PR and customer support leadership to align priorities and identify opportunities for collaboration. Create shared documentation systems where both teams can access relevant information, customer stories, and campaign materials. Tools like Slack, Microsoft Teams, or dedicated project management software can facilitate real-time communication and file sharing.
Establish clear protocols for when and how customer support should escalate potential PR opportunities, and conversely, when PR should consult support for customer insights. This framework ensures that neither team misses valuable opportunities for cross-promotion while maintaining efficient operations.
Transforming Customer Support Stories into PR Gold
Customer support interactions contain countless opportunities for powerful PR stories. According to Zendesk’s Customer Experience Trends Report, 74% of customers feel more emotionally connected to a brand when customer service solves their problems. These emotional connections create perfect material for PR campaigns.
Identifying Newsworthy Support Interactions
Train customer support teams to recognize potentially newsworthy interactions. Look for stories that demonstrate:
- Exceptional problem-solving
- Unique customer challenges overcome
- Implementation of innovative solutions
- Support team members going above and beyond
- Positive social impact
Create a simple flagging system within your customer support software to mark these interactions for PR review. This makes it easier to collect and evaluate potential stories regularly.
Developing Story Angles
Once you’ve identified promising interactions, work with PR to develop compelling angles. Focus on elements that resonate with media outlets and target audiences:
- Human interest aspects
- Industry trends
- Innovation in customer service
- Community impact
- Business transformation stories
Leveraging Customer Feedback for PR Strategy
Customer support teams gather invaluable insights through daily interactions. According to PwC, 73% of consumers point to customer experience as an important factor in their purchasing decisions. This feedback can shape more effective PR strategies.
Creating Feedback Loops
Implement systematic ways to channel customer feedback to PR teams:
- Regular reports summarizing common customer issues and praise
- Direct access to customer satisfaction surveys
- Shared access to customer testimonials
- Weekly briefings on emerging customer trends
Use this information to craft PR messages that address real customer concerns and highlight genuine improvements in products or services.
Crisis Management and Reputation Defense
When PR and customer support teams collaborate effectively, they create a stronger defense against potential crises. According to Weber Shandwick, 96% of companies believe their reputation is important to their bottom line.
Early Warning Systems
Customer support often detects brewing issues before they become full-blown crises. Establish clear protocols for:
- Identifying potential reputation threats
- Escalating serious concerns to PR
- Coordinating responses across departments
- Monitoring social media mentions
- Tracking customer sentiment changes
Measuring Cross-Promotion Success
To justify and improve cross-promotional efforts, implement comprehensive measurement systems. According to Forrester Research, companies that excel at customer experience grow revenue 5.1 times faster than their competitors.
Key Performance Indicators
Track metrics such as:
- Media mentions resulting from customer support stories
- Sentiment analysis of coverage
- Customer satisfaction scores
- Response times during crisis situations
- Social media engagement on shared content
- Brand reputation scores
Case Studies in Successful Cross-Promotion
Zappos: Customer Service as PR Strategy
Zappos built its brand reputation largely through exceptional customer service stories promoted through PR channels. Their customer service representatives are empowered to take actions that generate positive stories, such as sending flowers to customers experiencing personal difficulties or upgrading shipping without charge.
Buffer: Transparency in Action
Buffer demonstrates how customer support and PR can work together during challenging times. When they experienced a security breach, their customer support team provided real-time updates while PR crafted transparent communications about the situation. This coordinated approach helped maintain customer trust during a potential crisis.
Technology and Tools for Cross-Promotion
Modern technology enables seamless collaboration between PR and customer support teams. According to Gartner, organizations that effectively integrate their customer-facing functions see a 20% increase in customer satisfaction.
Essential Tools
Consider implementing:
- Shared CRM systems
- Social media monitoring platforms
- Collaborative content management systems
- Analytics tools for tracking cross-promotional success
- Internal communication platforms
Conclusion
The integration of PR and customer support through strategic cross-promotion represents a significant opportunity for organizations to strengthen their brand, improve customer satisfaction, and generate positive media coverage. Success requires careful planning, clear communication protocols, and consistent measurement of results.
To get started, focus on:
- Establishing clear communication channels between departments
- Training support teams to identify PR opportunities
- Creating systems for sharing customer insights
- Implementing measurement tools to track success
- Regularly reviewing and adjusting strategies based on results
Remember that effective cross-promotion between PR and customer support is not a one-time initiative but an ongoing process that requires continuous refinement and adaptation to changing customer needs and market conditions.
