Blend PR Into Your Marketing Mix

Blend PR Into Your Marketing Mix

By: Sheri L. Singer

Public relations and marketing aren't the same thing, but they are close cousins, and these strategies can help connect nonmember outreach methods with member engagement.

Both public relations and marketing are external communications efforts. But while PR is the art of managing information between an association and its target audiences, association marketing focuses on activities tied directly to revenue, such as increasing membership, generating nondues revenue, and attracting more participants to events. Here are six ways to use PR for marketing purposes....