Are these 5 channels in your communications strategy?

Are these 5 channels in your communications strategy? - Zadro Agency

The online world mimics a crowded market (pre-COVID) with organisations having to cut through the noise of the virtual world. This is where appearing wherever your customers are can pay off, because your brand is never too far from mind.

Multiple points of contact are important, but you still need to be mindful of being where it makes sense for your brand and also where your customers are. Here are five channels you can use in your communications strategy:

1.  Social media

Social media has become a vital way to connect and communicate with your key stakeholders; it is also a platform that easily facilitates two-way communication, with your audience being able to talk to you directly.

Social media is a great channel and should be utilised in some way by every organisation, however one important thing to remember is – your social media page is rented space, as evidenced in early 2021 with Facebook’s news ban. At any time, the platforms can change the rules and if you want to remain there you must change tact. One of the most significant changes for organisations is the death of organic growth – paid advertising is now required to increase the number of followers and engagement.

2. Email marketing

Also known as enewsletters or EDMs, email marketing is a relatively easy way to connect directly with your stakeholders; a clean and regularly updated segmented contact database and a user-friendly template in an email marketing platform will make it even easier.

When it comes to email marketing, consistency is key – this means brand consistency, frequency, and content type. Whether you send a monthly or quarterly EDM depends on how much valuable information you have to share. This will help you better engage with your audiences and develop a loyal following of readers.

3. Public relations (PR)

PR is hard work but when it pays off, it pays big!

It is a powerful tool where a third party spreads your organisation’s brand and/or message, creating greater credibility (i.e. if someone else says you’re great – it carries much more weight than you saying it!). PR also allows you to build a solid and credible reputation for your brand, organisation or team members, keeping your brand front-of-mind.

4. Advertorials and paid advertising

The media landscape in Australia has changed significantly in the last couple of years, with many media agencies turning to advertorials as their prime story type. Paid advertorials involve organisations paying for articles to be written about their brand.

Although this is a significant change – it isn’t necessarily a bad thing. You are paying for the piece so you are guaranteed coverage, you have more control of the messaging and you can be more direct in your language, e.g. mentioning specific products / services.

And a little spend can also greatly assist in achieving coverage in your PR efforts.

5. SEO & SEM

Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) are vital to your success and if they aren’t currently part of your strategy, they should be.

SEO is an organic approach to ensure your website appears as high as possible in search engine results. SEM is a paid approach to appear in search results. The rules of play for SEO and SEM are constantly changing as search engines become more intelligent at examining content and understanding what consumers are looking for, how they are searching and what they respond to.

If any of these channels are not currently included in your communications strategy, they may the piece of the puzzle that could really boost your communications efforts. If they are already included, are they being used as effectively as possible?

Marketing and PR: The Hare and the Tortoise

A classic metaphor of how winning a race isn’t necessarily about speed: The Hare and the Tortoise. This story taught us, even as children, that fastest isn’t always the way to win. Besides being a great life lesson, it is also a great metaphor for explaining the difference between marketing and public relations (PR).

Both marketing and PR fall under the communications banner however they each serve a different purpose and can deliver a different impact and result. By understanding these differences and engaging the best approach to meet your objectives, you will have a better chance of achieving your goals, maximising your overall communication efforts.

Short-term vs long-term

The hare, or in this case, marketing, can be implemented quickly and produce fast results; while the tortoise, PR, works best with a slow and steady approach.

The quick fire: Marketing takes place on channels owned by a business e.g. website, enewsletters and social media platforms; or paid for by a business e.g. advertising and search engine marketing. Marketing allows a business to have control over the messaging and timing and the results can be more easily measured with hard numbers such as products sold, profits made, website visits, and social media engagement able to be tracked.

The slow burn: PR moves more slowly and is most successful when it is part of a long-term strategy to raise awareness of your company, cause or product, or build profiles of key personnel within an organisation. PR is earned media and it can be more challenging to gain organic coverage. PR can be measured by clippings and coverage views however the better way to measure the results is by key message inclusion and the audience who reads that publication to determine if it is being seen by the right people, not the most people.

Selling vs Persuading

Marketing’s purpose is to sell your products and services to new and existing audiences. This is why marketing can be weighted with greater value as it delivers clear results, however, PR can help marketing efforts go further.

PR is not about selling your products and services, it’s about building your brand and creating and maintaining a positive reputation. This is done through third parties (customers, media) saying how good your brand is rather than you saying it, which carries a lot more weight and ultimately has greater value.

Both marketing and PR perform best when they are working cohesively side-by-side, one is not better than the other. Both deliver great benefits to your business and support long-term growth when key messages, objectives and strategy are aligned.

Use your marketing channels to sell your products and services; while focusing your PR efforts on raising brand awareness and building loyalty to establish a stronger foundation for the future.

Want to know how you can align your marketing and PR to get results now and into the future? Get in touch we’d be happy to help you integrate your communications strategy.

It was great to get back to a F2F event post-COVID and we learnt a couple of things too

It was great to get back to a F2F event post-COVID and we learnt a couple of things too - Zadro Agency

We attended our first face-to-face business event since COVID-19 disrupted (to put it mildly) the industry in March this year. To say we, the organisers and the other delegates attending in person were excited was an understatement, and it was a big step towards the recovery of business events.

We joined 100 other people attending the event in person and over 400 joined online from around the globe in November. Held at ICC Sydney, as we headed into the once busy venue in Darling Harbour, it was hard not to notice the lack of people.

What did we take away from this experience?

  1. People are still smiling – people in the events industry are a resilient bunch!
  2. Everyone is positive about the future and the future of events
  3. Face-to-face will NEVER be replaced
  4. Having speakers on the screen and in-person works really well when you use people who know how to do it
  5. Elbow bumps in real life are fine but we can’t wait to get back to hugs – they rock
  6. Conference food is still a highlight – even if the buffet is no longer a thing
  7. Getting out of the office/home office is the best thing to inspire the mind
  8. You can make deeper connections faster with people face-to-face as opposed to via a screen
  9. Technology has come a long way in 6-months – shout out to the AV teams doing the evolving!
  10. High heels on site for a day still hurt


While the delivery of events has changed, the purpose behind them hasn’t – attendees still want to be entertained, engaged, inspired and experience it all.

We look forward to attending and working at many more face-to-face and hybrid events in 2021.

Big Social Changes Every Marketer Must Know Now

Big Social Changes Every Marketer Must Know Now - Zadro Agency

  Mark Zuckerberg recently announced the biggest changes to both Facebook and Instagram since 2014, and yes, you will absolutely see the difference to your business page and post rankings. It’s not all bad though, and to look at it positively, we think it’s a new challenge to be even more community focused – providing […]

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Why internships are so vital – a view from both sides

Why internships are so vital – a view from both sides - Zadro Agency

After six years of university, it’s safe to say that I did multiple internships to try and ‘crack’ into the industry. It was in 2015, that I got an internship that not only gave me my start but allowed me to flourish and grow my career. It can be discouraging seeing entry level positions advertised […]

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What’s Your Story?

What's Your Story? - Zadro Agency

By Sammy Dalglish, Group Account Director   In a crowded landscape with thousands of brands vying for attention, resorting to the same marketing tactics won’t cut through all the noise. So, I ask my clients, “What’s your story?” or “What story do you want to tell?” so we can find the unique story you want […]

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Top 10 Inspirational Quotes

Top 10 Inspirational Quotes - Zadro Agency

Sometimes, whether you operate your own business or work for someone else’s, it’s easy to lose perspective. We’ve compiled our favourite quotes to get you back on track. I’ve failed over and over and over again in my life. And that is why I succeed. – Michael Jordan You can never cross the ocean until […]

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Content is still KING, but how does the KING generate loyal subjects?

Content is still KING, but how does the KING generate loyal subjects? - Zadro Agency

The saying ‘Content is King’ is thrown around a lot in marketing communications and I agree that generating regular and consistent content is paramount to an effective digital marketing strategy. However, if the content you generate doesn’t connect, or provide something of value to your audience then it won’t be effective. So how do you generate […]

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