--- title: "Cross-Department Alignment Maximizes All Content: Paid, Owned & Earned" description: Here are tips for bringing together marketing, PR and other communications teams to create integrated campaigns that build off the strengths of each other. image: https://www.jonespr.net/hubfs/jones_blogimage_Crossing_Department_Lines_To_Maximize_Content%20(1).jpg --- [![](https://www.jonespr.net/hubfs/jones_blogimage_Crossing_Department_Lines_To_Maximize_Content%20(1).jpg) ](https://www.jonespr.net/eight-arms-blog/align-paid-owned-earned-media) # Cross-Department Alignment Maximizes All Content: Paid, Owned & Earned BY:   [ Kristin Jones ](https://www.jonespr.net/eight-arms-blog/author/kristin-jones) ![Crossing Department Lines to Maximize Content](https://www.jonespr.net/hs-fs/hubfs/jones_blogimage_Crossing_Department_Lines_To_Maximize_Content%20(1).jpg?width=550&name=jones_blogimage_Crossing_Department_Lines_To_Maximize_Content%20(1).jpg) When multiple departments involved in a brand’s messaging operate in silos, opportunities are lost because competition—for results, for budget, and for other resources—squeezes out cooperation.That is why we emphasize an integrated approach to PR and marketing, the same conclusion reached by this [infographic from the CMO Council](https://cmocouncil.org/thought-leadership/infographics/can-marketing-and-comms-work-together). The question shouldn’t be “Which is better: paid vs. owned vs. earned?” It should be “How can my paid, owned and earned media amplify each other for greater overall results?” ![Marketing Comms Work Together](https://www.jonespr.net/hs-fs/hubfs/marketing-comms-work-together.jpg?width=1560&name=marketing-comms-work-together.jpg) A complete campaign should include all three types of media or content, planned in ways that maximize the use of content and data while reach as much of your target audience as possible. In the full campaigns we develop for clients, this often means developing an overall theme, which is then deployed in multiple ways: - [Thought leadership articles](https://www.jonespr.net/inboundaccelerator/checklist-writing-bylined-articles) or press releases are placed with industry media (earned). - [Social media](https://www.jonespr.net/inboundaccelerator/your-complete-social-media-guide-what-where-when-and-how-often-to-post) and the company’s own [blog](https://www.jonespr.net/inboundaccelerator/blog-calendar-template-how-to) promote those thought leadership placements, while also linking to [landing pages](https://www.jonespr.net/inboundaccelerator/use-landing-page-template) for [lead generating offers](https://www.jonespr.net/inboundaccelerator/real-life-examples-of-downloadable-offers-for-inbound-marketing) such as whitepapers or webinars (owned). - Outbound [email](https://www.jonespr.net/inboundaccelerator/email-marketing-strategy-2020) or carefully targeted paid social is used to amplify that reach (paid). When campaigns are designed from the beginning to include all types of media, building on the strengths of each to complement the others, results improve and your teams are happier. More thoughts and resources:  - **Watch the video**: [How To Plan Complete Integrated Marketing & PR Campaigns](https://www.jonespr.net/campaign-planning-calendar-template) - **Read the post**: [Lessons From 15 Years: Integrate PR & Marketing To Maximize Results](https://www.jonespr.net/inboundaccelerator/lessons-from-15-years-integrate-pr-marketing-to-maximize-results) - **Download the template**: [Campaign Planning Calendar template](https://www.jonespr.net/campaign-planning-calendar-template) Sometimes bringing in an outside perspective can help the various teams in your company see how working together benefits everyone. If you’d like to chat about how to better align the departments involved in your marketing, PR and communications efforts, [schedule a no-obligation consultation here](https://www.jonespr.net/meetings/kristin19). ## 6 Steps To Creating Enviable Brands Download our guide 6 Steps to Creating Enviable Brands to learn the crucial steps you should follow to create an enviable brand for your company. [![Download](https://no-cache.hubspot.com/cta/default/402746/63d8c289-feca-4c85-9a13-63fa2e9331e4.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/63d8c289-feca-4c85-9a13-63fa2e9331e4) ![sb_6StepsToEnviableBrands](https://www.jonespr.net/hs-fs/hubfs/CTAs/Campaign%20Name%20Scorecard/sb_6StepsToEnviableBrands.jpg?width=220&height=260&name=sb_6StepsToEnviableBrands.jpg) ![Half Dotted Circle Background](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/CTA%20Graphics/Half%20Dotted%20Circle%20Background.png?width=136&height=264&name=Half%20Dotted%20Circle%20Background.png) --- ## **Keeping Up with Kristin** ![Kristin Jones BW photo 2017](https://www.jonespr.net/hs-fs/hubfs/Kristin%20Jones%20BW%20photo%202017.jpg?width=640&height=640&name=Kristin%20Jones%20BW%20photo%202017.jpg) [![Octavia-LinkedIn-2](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/Blog%20Post%20Page/Octavia-LinkedIn-2.png?width=39&height=39&name=Octavia-LinkedIn-2.png)](https://www.linkedin.com/in/kristinjonespr/) [![Red Twitter Icon](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/Blog%20Post%20Page/Red%20Twitter%20Icon.png?width=39&height=39&name=Red%20Twitter%20Icon.png)](https://twitter.com/kcjonespr) I enjoy traveling the globe to meet with clients, educate companies about all things PR and Inbound Marketing, and speak at industry events. Meet up with me when I’m in your city. Where will I be next? [Meet Kristin](https://www.jonespr.net/meetings/kristinjones/networking-call-with-kristin-jones) ## Subscribe to Eight Arms Subscribe to the Eight Arms blog to get our most recent content. 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