PR in the Digital World
PR, just like nearly every function of promotion, has had multiple faces since its inception. It is a field which has evolved into new forms multiple times and will continue to do so in the near future. Nowadays, PR is heavily linked with other functions, specifically in new-age marketing, such…
Evolution of Public RelationsTraditional PR and traditional advertising went hand-in-hand. Back in the days, advertisers often swore by the ‘spray and pray’ approach - the notion of promoting your offerings anywhere and everywhere and praying that your target audience views it. Simultaneously, PR professionals were hired to ‘smile and dial’ - cold calling with the hope of securing leads. These concepts often boded well with the way the general public interacted with media (television, print, radio). With these forms of media, it was impossible to filter through content as per your convenience. With promotions being a key feature of all these mediums - you had no choice but to sit through all television ads, nor did you ever want to risk skipping a few pages in the newspaper. Today, the way the general public accesses and consumes content is evolving with each passing day, which has brought along a shift in the media industry as well. A clear element driving this change is technology - in the form of new-age content, and concepts like Artificial Intelligence and Machine Learning. New-age technology offers brands an ability to increase revenue and reduce costs through more intelligent automation and machine-powered predictions. The future of Media will also see pitches that have new-age content formats like images, infographics, mixed media, data visualizations, and videos, as the preferred formats by journalists, since it holds and engrosses them with the ideas shared in the pitch. However, while digital PR has gained immense popularity as online media is rapidly overtaking traditional print media, you must understand that there is still a place for traditional PR strategies. You must regularly scrutinise the differences between traditional vs. digital PR to ensure you’re utilising each to their full capacity.
A Shift Towards Inbound PRCreating Customer-Centric Narratives The first step towards an inbound PR strategy is creating a narrative your consumers care about. While it is critical to impress the journalists, forgetting about your consumer is a blunder you cannot afford to make. Instead of crafting releases or blog posts with the sole purpose of pleasing the journalists, ensure they resonate with your buyer persona. Thinking Outside The Box For businesses big and small, huge product announcements are not the only purposes of a press release. Think out of the box, analyse your business from top-to-bottom and ask yourself - What are we doing that is truly remarkable? Not every story has to be apt for Forbes, but it can be enough to keep your loyal followers intrigued and fascinated. For starters, here are a few ideas to kickstart conversations and leverage your company as a thought leader -
- Use new-age content formats and creativity to your advantage
- Instead of emailing journalists telling them the leaders of your brands are experts on a given topic, have them publish a blog on the topic first and then pitch, so they know their take is relevant.
- Map the sentiments towards the brand via discussions happening on social media and weighing it with your brand’s ideas and thoughts.