Marketing reporting to PR? Could it work?
Parry Headrick of Crackle PR comes on Unpopular Opinion to discuss the potential benefits of reporting the marketing team to the communications or PR team. Parry argues that this restructuring could help prevent PR from being overlooked due to short tenures for CMOs and VPs of marketing. He also emphasizes the need for PR to better communicate its value, which he says is often misunderstood.
PR builds a halo effect around brands
He shares his experience transitioning from journalism to PR and the importance of focusing on outcomes rather than outputs. Parry believes PR should be responsible for crafting a strategic narrative for the company. He breaks down the benefits of a merged PR and marketing strategy, and the importance of accurately attributing the value generated by PR efforts. We discuss frustrations over misconceptions about the importance of relationships in PR, and predict the increasing importance of communications programs as AI continues to evolve.
Check out these resources we mentioned
Parry’s LinkedIn
Time Stamps of the Episode
Marketing vs. Communications: Narrative Shaping Discussion (:03-4:23)
From Journalism to Virtual PR: ParryHeadrick’s Disruptive Journey (4:24-8:29)
Narrative Strategy: Public Relations in Marketing (8:30-19:03)
PR Value Attribution: Boosting Employee Morale & Customer Loyalty (19:04-22:41)
Building a Halo Effect: Merging PR With Marketing (22:42-28:24)
Misconceptions in PR: Story Matters, AI Evolves (28:25-31:01)
Threads on Threads, Closing Notes (31:02-33:25)