What Are the Roles of Marketing Communications?

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Those who have a way with words and enjoy talking with different groups of people can find a home in one of the roles of marketing communications. There are various positions that require everything from small, well-written ads to large PR event planning. Communicating the events, sales, goals and successes of your company or business, as well as letting clients or customers know about new and exciting products and services, are the main objectives for marketing communications. How you go about that varies, depending on your message and company needs.

Be the Voice of the Company

Delivering a cohesive company message across all channels is one of the main roles of marketing communications. You can’t have your Twitter offer a product discount that your sales team does not know about. It is up to the marketing communications team to make sure all messaging is on-point, up-to-date, on-brand and aligns with company objectives. Best practices for marketing might include a comprehensive style guide that covers legal terms or logo uses. The marketing communications team will serve as the public voice of the company, creating campaigns that lead to positive brand awareness.

Find Your Target

Your market needs to know what your company is up to, and how you can serve them. Marketing communications involve creating and delivering the best message through the best means to your target audience. This could be a social media campaign, an email newsletter or a community event. Each target audience will have different communication needs and in expanding your audience, you will create new targets. Persuading your audience to your objectives and message can blossom into other opportunities; you can persuade new talent to join the company, as well as drive customers or clients to purchase products or services. Your team can benefit from a marketing strategist role to pinpoint new and emerging market opportunities.

Emails and Socials and News Media, Oh My!

The marketing communications team will raise brand awareness through trade shows, press releases, newsletters, white papers, case studies, sales material and whew! Much more. They will reach out to new media for media exposure, organize marketing plans and create media kits for the company and its services. Websites, email marketing and digital advertising play a huge role in today’s marketing communications. Traditional channels like print, billboards, radio and television, and trade show displays are still valuable tools that need to be incorporated into marketing strategy, budgets and potential audience targets. It takes super organizational skills to juggle multiple campaigns, but a solid marketing communications team will tackle it all with ease and skill.

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About the Author

Nat Howard holds an MA in Professional Writing from the University of Roehampton. Her background is in user experience, marketing and content management for both small businesses and large Fortune 500 companies.