The Oxford Dictionary defines a virtuous cycle as “A recurring cycle of events, the result of each one being to increase the beneficial effect of the next.”

Although some question whether Pawtuxet Native American guide Squanto actually taught the Plymouth settlers in 1621 to bury a fish head as a fertilizer when they planted corn, there’s no doubt it actually works.

It’s an apt example of an effective virtuous cycle, using one component in the equation to complement the next, resulting in a synergy that amplifies positive results.

Media relations as a tool in the integrated marketing tool kit also fits the equation.

Look at it this way: an article placed in a relevant publication provides fodder – or, if you prefer, fertilizer – for social media mentions. Links back to the original placement generate additional traffic and encourage dialogue among those interested in that topic. Traffic begets more awareness and prominent search engine placement. Ultimately all of the efforts result in greater awareness for your client and more qualified prospects in the sales funnel.

The power of the integrated marketing model is to derive maximum exposure through leveraging each link in the chain.

It goes without saying that there must be information of value in order for this model to be successful.

A typical scenario may be drafting a case study which focuses on the technology solution provided to address a customer’s business challenge. The next step is publishing the case study on a publication website or pitching as a story idea to relevant media for placement in a publication. The cycle continues with tweets linking to the article and posting to targeted groups within LinkedIn, Google + and other social media channels. All while pushing interested parties to download the case study from the company website where contact information is saved and used in ongoing email campaigns.

Properly used, repetition of the integrated marketing virtuous cycle creates momentum for the client and increases awareness and revenue.