A lot of things have changed in the Communication and Public Relations fields in recent years — from mass press releases to customized email management tools, Excel sheets to CRMs, journalists to bloggers and influencers. And if you’re not there to take part of it, you’ll certainly miss out. PR is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.
Traditional methods have been consumed by PR online. Online PR is very similar to traditional PR in the sense that it’s about influencing people rather than buying placement for brand content. Online PR seeks to generate quality content that influencers want to share. It’s content that talks subtly about your brand, but does not overwhelm the senses with blatant promotion. Influencers have an audience and they don’t want to lose followers by promoting content that their audience will not find valuable. Make the most out our your influencer relationships, don’t waste them with unappealing content.
- The most economical way by far to reach mass audiences
- Stimulates awareness of and demand for your company products or services
- Develops a stronger, more controlled image for your firm
- Creates the perception that the company is active, “on the move”
- Has seven times the credibility of advertising, studies show
- Provides an advantage over competitors who do not use ‘P.R.’ effectively
Best practice in Online Public Relations (OPR):
Public relations not only tells an organisation’s story to its publics, it also helps to shape the organisation and the way it works. Through research, feedback communication and evaluation, the practitioner needs to find out the concerns and expectations of a company’s publics and explain them to its management.
Why Social Media Participation is Critical for PR
- The viral nature of Social Media
- have the potential to reach a much larger audience
The outreach for online PR may be both direct & indirect. The business can employ hashtags and keywords alongside email and snail mail. At the heart of both traditional and online PR is story-telling. This is never going away; story-telling and quality content help position stories for absorption, both online and off. Stories have staying power and can help you elevate the truth from the lies. For over a third (37%) of the adults we spoke to, they remember stories more easily than information. Using the elements of storytelling to get your news and messages across will make your content more relevant and engaging for the audience. Your story must be credible and leave no doubt in the reader’s mind that it is factually correct. For a third (33%) of consumers, the use of statistics provides this element. Give your story the edge by either commissioning a reputable research agency to add the proof points or include credible sources to back-up your statements.
Online PR enables your campaigns to support SEO via link acquisition. We don’t build links for the sake of ‘link building’. We run link acquisition campaigns that drive real traffic, conversions, and rankings, meaning you see a real return on investment from our PR activity.
Despite a shift in the media landscape, seeing your company name in print publications still carry kudos. No company would pass up the chance to be on the front page of the FT, but targeting broadsheets and dailies might not always be the best approach when trying to get heard above the noise. With 53% of people we spoke to rarely buying a daily newspaper, your story could get lost and a social media campaign could be much more successful.