Press releases, social media posts, and newsletters are efficiently segregated yet infrequently connected, as may be seen from a quick look at daily communication. Even though businesses spend a lot of money on communication, their messages and brand image are frequently unrelated. All that’s left are haphazard communication components and an inconsistent appearance. However, communication practices have long since evolved. People switch between channels, media, and platforms with ease. They might read about a company in a trade journal, find it through a reel, and then register for a webinar. Today’s successful businesses are characterized by consistent, emotional, and pertinent communication across all touchpoints, which is achieved by those who strategically plan their communications rather than just acting them out.

Thinking cross-media means conducting instead of improvising

Cross-media campaigns are not a vibrant collection of disparate strategies. Instead, they are a strategic story that takes many different forms. A clear guiding question is always the first step:
“Why should anyone care, and what do we really want to say?”
The response to this question is a recurring theme in marketing, social media, and public relations. An example would be the company’s introduction of a new range of sustainable products:

• PR is used to build credibility: exciting insights, interviews, and specialist articles show why this product line is particularly environmentally friendly.
• Social media is used to generate targeted emotions around the story: behind-the-scenes footage, creator collaborations, and interactive formats engage people.
• Marketing provides reach: Ads, landing pages, and email campaigns build on the story and reach a broad audience.

The result is not a short-lived fireworks display of communication, but an experiential brand narrative that appeals to people on different levels.

The formula for success: Relevance, consistency, timing

Being present on multiple media channels does not mean being everywhere at once. It’s about ensuring your message is seen at the right time on the right channel, and that it remains relevant and fits into your desired or planned campaign.

Three factors determine whether a campaign will have a lasting effect:

1. Relevance instead of reach: Content must offer genuine added value, adopting a journalistic approach and incorporating emotional storytelling and visual enhancement. Only then will attention turn into interest.
2. Consistency in tone and image: Although every platform has its own language, the brand identity must not be diluted in translation. The common thread should be evident, whether in a specialist interview or a TikTok clip.
3. Timing and pacing: Successful campaigns thrive on clever dramaturgy. A coordinated publication plan in which the PR launch, social activation and paid push are synchronized ensures maximum impact.

How cross-media communication brings things to life

Conversation between businesses, the media and the community is essential for success. Social media guarantees contact, whereas PR fosters trust. The added value of cross-media thinking is evident when media reports are shared, criticisms are addressed, and stories are expanded upon. Campaigns created with the audience in mind tend to be very effective.

Adopting this viewpoint turns communication into a memorable brand experience rather than just self-promotion.

Conclusion

The core of contemporary communication is cross-media marketing. To establish a unified brand voice, they integrate reach (marketing), emotionality (social media), and trustworthiness (PR). Businesses that approach these fields holistically rather than separately earn prominence, credibility, and significance. If you would like to optimize your communication strategy, please write to us at vibes@hbi.de. Together, let’s make your business successful across all platforms and provide genuine added value and competitive advantages.

About the author

Annika Müller

Junior Communication Consultant at HBI Communication Helga Bailey GmbH

Annika Müller has been supporting HBI in the areas of PR and marketing since 2022. As a Junior Communication Consultant, her responsibilities include the creation of professional articles and the conceptualization of social media postings.
Furthermore, Annika is involved in directly assisting our client work.