This is a short clip from the Stories and Strategies podcast. Guest Linda Zebian of Muck Rack discusses key findings from Muck Rack's "State of Marketing and PR Leadership Report" and shares insights on the evolving roles and challenges in the marketing and communications (marcom) industry.
Zebian highlights that two-thirds of the report's respondents identified their roles as encompassing both marketing and communications, especially in mid-sized organizations with smaller workforces and revenues. She observes that in larger companies, there's a clearer distinction between marketing and communications roles. Another significant point raised by Zebian is the disparity in budget allocation, with marketing departments often receiving more funding. This, she suggests, might be due to the more straightforward way marketing can demonstrate direct impact on business outcomes, as opposed to the more qualitative and less tangible benefits of communications.
Zebian also talks about the challenges in quantifying the impact of communications on a brand. She notes that while marketing can easily track metrics like click-through rates and conversions, communications efforts, like maintaining brand reputation or share of voice, are harder to quantify. However, these efforts are crucial, as they can significantly affect a brand's value, especially in crisis situations. She emphasizes the need for a combination of metrics to fully understand the impact of communications efforts, rather than relying on single metrics like the number of stories placed.
Additionally, Zebian discusses the survey results related to audience targeting, indicating that a significant portion of respondents cater to both B2B and B2C audiences, particularly in the technology sector. She also touches on internal communications, emphasizing its importance and the tendency for it to be undervalued, especially in smaller organizations where it often falls under the broader communications or HR roles. Lastly, she speaks about the evolving roles of Chief Communications Officers (CCOs) and Chief Marketing Officers (CMOs), noting the increasing importance of CCOs in crisis management and brand defense, and the expanded responsibilities of CMOs in revenue generation and customer retention. Zebian concludes by mentioning the potential of AI to increase efficiency in marketing and communications, while also acknowledging its current limitations in areas that require human insight and strategic planning.
#publicrelations #communicationstrategies #marketingstrategies #storiesandstrategies
