3 Best Practices for Integrated Communications

Learn how to make communications more integrated across your company for the biggest business impact.

Sylvie Harton

October 19, 2021

Public relations roles are often listed as one of the most stressful jobs. After more than a year in a global pandemic, and societal unrest, it has only gotten more stressful for many PR pros. 

For the most effective and efficient work, it’s important to consider how communications efforts can be integrated into your company or client’s overall marketing strategies when it comes to telling the stories of the brand, products, services and people.

Keep reading to learn more.

How to Create More Integrated Communications

When it comes to creating more integrated communications, here are three best practices you can implement today.

1. Don’t lose sight of the bigger picture.

When developing any marketing or communications strategy, the most important thing is to know what your company or client’s goals are, and how this work will contribute. 

Are you aiming to: 

  • Increase brand awareness? 
  • Consideration of products or services? 
  • Conversion of leads into new customers? 

Outlining the metrics you’ll use to measure success and keeping these in mind throughout the development and expansion of your storytelling will help ensure that your PR and communications work is strategic for your business.

2. Make it easy to get to the data.

Are you using different sites and software to handle different parts of your work? One place for earned media monitoring, another for a media contacts database, a third for social listening, a fourth for press release distribution, yet another for the management of your newsroom(s)… and maybe one more for your measurement—which may be manual in spreadsheets and slides. 

Your workflow doesn’t have to be a juggle of platforms and logins. You can manage it all in one place (like with the Notified PR platform). Doing so will make it easier to see the results of your work and share that information across the communications or marketing organization for review. When there is increased visibility of you work’s impact, there is often increased understanding and support.

3. Keep it cyclical. 

After completing a project or campaign, don’t stop there with the strategy. Continually use the information you have about the results of your work to outline, define and refine future story lines, messaging and content. 

Looking at your most successful efforts can give you signals on where stories can be expanded, and reviewing less successful work shows where there is opportunity to clarify your value propositions and differentiation. Once this becomes a part of your process, future plans will likely be easier to outline and to measure. This is also a great opportunity to be data driven, and to strengthen internal and external partnerships.


Thanks for reading this blog! We hope it provided insights you can start using right away. Contact us for a demo if you’d like to see how Notified can help your organization share its news and increase brand exposure.

Author Name
Sylvie Harton