ICON 2020 PRSA Virtual Conference

Bridging the Integration Gap: How Communications and Marketing Can Work Together to Create a Unified Brand Strategy

October 27, 2020 12:45 p.m. – 1:35 p.m.

Session Type: Big Data & Measurement

For decades there has been a disconnect with communication and marketing teams, which has hindered the ability for brands to orchestrate a cohesive communications strategy. But as the lines between PR and marketing blur, we are seeing a shift. More and more brands are seeking ways to foster collaboration and coordination across paid, earned, owned, and social channels to deliver a compelling, consistent message to all customers. 

Join Cision as they explore ways to achieve this within the organization and provide insight on the resources needed to make it happen. 

In this session you will learn: 
• How earned media audience data informs marketing strategies 
• Ways to align PR measurement to marketing KPIs 
• Why integrated campaigns drive better, more measurable outcomes
head shot of Joe Rhoton
Joe Rhoton

director of innovation, Cision

Presenter

KarenClyne headshot
Karen Clyne

head of global communications, Blackberry

Presenter