Communications departments today function most effectively if they execute in an integrated way on a daily basis. Ask yourself the following seven questions to assess whether or not your PR team is sufficiently integrated:
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Does everyone on your team have a similar answer when asked “What do you do?” by a friend, family member or business partner?
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Are your legacy media relations professionals active in social media channels?
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How does your team consume information? Does it use the channels most important to your target audiences? Is the team clamoring for the new tools of the trade, such as tablets and smartphones?
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Has your PR team proposed any initiatives that break out of the traditional media relations box by requiring paying for distribution, content co-creation or placements?
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Do your teams think across channels when creating content?
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Do project management and planning meetings consistently include professionals across communications functions?
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Are your digital communications experts frequently helping educate the overall communications team on new tools and trends?
Heather Harper is VP, corporate communications, at Bank of the West.
This article was adapted from PR News’ Digital PR Guidebook, Volume 4. This and other guidebooks can be ordered at the PR News Press online store.
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