Time to Get PR and CX Teams Collaborating


Can PR and CX work together? We say yes. A symbiotic relationship between these two functions can only enhance the brand.

What happens when customer experience collides with public relations? What would a departmental union like that even look like?

Let’s break it down.

When PR Meets CX

At its core, public relations (PR) is all about managing the reputation of a company. It’s about crafting and disseminating stories that will either make people want to associate with your brand or run from it. Whereas customer experience (CX), as we know, is all about creating positive interactions between a customer and a business.

Here’s the magic that happens when the two join forces: To deliver consistently positive CX, organizations that have a good understanding of the PR landscape fare much better than those that don’t. While the PR team is responsible for managing the organization’s reputation and building relationships with key stakeholders, CX takes a close-up lens to the same concept by evaluating that same organization’s reputation and relationship with customers. And you’d be hard-pressed to find a stakeholder that’s more key than the customer.

When these two teams work together, the results are unstoppable.

Related Article: Navigating Your Content Strategies Through Turbulent Marketing Skies

Stories Are the Building Blocks That Create Reputation

For one thing, PR’s understanding of branding and messaging can inform CX’s analysis of customer feedback and help your CX team develop more solid resolution strategies.

And on the flip side, what’s better than a story that highlights your brand? Stories that highlight your customers! PR teams can use customer stories to create compelling campaigns. Which, in turn, only enhances the overall brand experience.

Let’s pause here and take a trip down memory lane. If you’ve been in the communications business long enough, you’ll remember a time when the traditional role of public relations was simply to positively manage a company’s image and reputation. However, with the constant rise of new social media channels and the increased importance of customer experience as a key differentiator, PR now must also focus on strengthening a brand’s story.

As individuals share their experiences — both good and bad — with a brand, there is potential for those stories to spread much more rapidly than they once did. By collaborating with other departments (such as customer experience), PR professionals can help shape some of these interactions, ensuring that they align with the company’s desired brand narrative and, ultimately, enhance the overall story.

In addition, understanding a brand’s customer sentiment allows PR pros to create compelling content that not only resonates with target demographics, but also attracts media attention and builds credibility for the company.

In today’s interconnected world, public relations and customer experience share a deep need to work together to craft a brand story that is both authentic and inspiring.

Related Article: Is Marketing Missing the Customer Experience Revenue Opportunity?

Crisis Management: PR’s and CX’s Roles

Another piece of magic that happens when PR and CX meet is born around crisis management.

PR’s expertise in crisis communication can help mitigate any resulting negative experiences that may impact your customers, while — you guessed it — CX looks at the long game and provides valuable insights on how to prevent future crises from happening in the first place.



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