A New Spin on Traditional PR

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Traditional PR is changing its standards by the year. What we would consider traditional today, would have been revolutionary 10 years ago. PR, advertising, marketing, etc are all changing constantly, so keeping up with the new trends is crucial for any company.

 

Beware of Fake News

With the era of “fake news” all around us, journalists and PR professionals have to be extremely careful about what is being pushed out. Double checking, triple checking are possibly not enough with all the double edged swords being thrown out into society, especially about politics. Even in regards to other industries, fact checking has never been held to such a high standard as it is now. Writers and PR companies are becoming more diligent than ever when it comes to getting the truth out there because anyone can post anything in Wikipedia!

 

Measurement

Recently it has become essential for companies to receive clear value in their public relations strategy. This truly lets the client understand how important of an asset that Public Relations can be. It also means metrics need to be a top PR priority. In order to measure these PR efforts effectively, objectives have to be listed out clearly and concise. Getting together with the company’s executives and determining how they define success from a PR standpoint is crucial. Once the objectives are clear, figure out what areas to measure so you can show how effective the PR strategies can be.

 

Live Video

We all remember when live video made its debut. At first it seemed a bit awkward, but now it has grown out of its middle school stage and is now the most popular kid in school in terms of PR content. Society as a whole has become extremely visual which has shifted and positively impacted the world of Public Relations. There are studies that show that people would much rather watch a video or even see a photo opposed to read a blog piece. This means that the majority of your audience needs visual stimulation and if you don’t implement it into your PR strategy, then you could potentially miss out on a huge population. Live video is growing more and more every day and is expected to become more important.

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Public Relations Empowering Business

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PR is a major player when it comes to empowering businesses. From catching the story before it gets out to utilizing a network of connections to make a brand the talk of the town, PR gets it done. Here are a few ways that PR is empowering business this day in age.

 

Third Party Research

Do you want to make sure your pitch floats to the top of a journalist’s figurative pile? Third party research is a huge piece if you want your pitch to get to the top of a journalist’s pile. Journalists are now being held to a higher standard when it comes to  stories with solid facts. If the data and statistics come from your company, some journalists may hesitate to use it. There is way more potential that the research could be tainted or only be 80% accurate. However, when you use third party research source from a recognizable and reputable company to support your claims, it removes any doubts about your work and gives the journalist confidence that your company cares about getting the truth out there.

 

 

Reputation Management

In the realm of business, a spotless online reputation has become a “must-have”. Buyers are more diligent than ever when it comes to vetting companies with which the will potentially do business. The majority of research is done online. Companies search the internet for comments, reviews, and information that will help them make a good choice. With such easy access to information these days, securing a positive reputation is crucial. A successful business does not simply snuff fires as they occur. Getting ahead of the fire before it blows up is how to maintain a successful PR business. Consistently promote your online reputation from the beginning will deam those negative comments and reviews irrelevant.

 

Digital Storytelling

Digital storytelling is a trend that will significantly grow in importance. The question is how to incorporate digital storytelling into your PR content. One way is to work in the company story and history through the “About Us” section of your website. Populate this area with interesting stories and of those who make your company culture so great. The ultimate goal is to get your stories out there to reach people on an emotional level. Another way to incorporate storytelling is testimonials. There’s nothing that can make or break a company like personal testimonies and reviews. Interview a customer whose business has improved with your company’s help. People just want to feel like they can relate and when you’re providing a service that helps people, that emotional trigger is pulled.

 

Influencers

Influencer marketing is constantly changing, so mastering it does not seem realistic. It is also not going to be the perfect solution for all of your marketing needs. Choosing an influencer should be based off of more than money. Trying finding some that are truly interested and/or passionate about a product you’re working with. This will help them relate to your target audience even more and potentially reach a new audience you might not have considered. Also consider the amount of followers, engagement, and which social media platform in which they thrive. These all have to match up or else it can end up being a waste of time and money.

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Benefits of Public Relations

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Public relations is one thing that many marketing departments seem to overlook. Sometimes it takes a little longer for companies to realize and sometimes it’s too late. Many times a business gets in trouble with the press or in other ways and THEN reaches out to a PR company to come clean up the mess. One thing that public relations can do is get ahead of a bad situation to make it appear different to the public. That is not the only way a company can benefit from having a good PR company on their side.

 

Contacts

Public relations professionals have a vast network of different connections. These connections can be anyone from CEO’s of companies to social media influencers. A huge benefit of using an outside public relations company is that you get access to everyone and everything the PR agency is connected with! In a world where it’s all about who you know, having this access is absolutely crucial to stepping outside of the box and achieving more than the average company. Higher a company that is versed in the same industry because they will likely have many contacts in that industry including media sources. Attempting to establish connections like this can take years if not months, so cut out the middleman and get a company on board who already has them!

 

More Talent

In many cases, PR campaigns attract prospective employees as well as potential clients. Different PR strategies can establish a business as a thought leader, design innovator, etc. This  will inevitably move your profile up in importance as well as interest among the best talent in the field. With PR, you can organize a way to quickly or overtime create a reputation as one of the industry’s best places to work.

 

Saving Money

In a society where the salary requirements are skyrocketing, outsourcing a PR company can save the company money. Forget about paying for health insurance, just pay a monthly retainer and there you go. Problem solved. Most companies are beginning to outsource primarily for this fact alone! It’s a no brainer when it comes to budgeting. Another aspect is you get a full fledged team for the same amount you would be paying for one person’s salary! If this does not sell you on outsourcing, we don’t know what will.

 

Influence

Targeted audiences are much more likely to trust press releases and messages coming from an objective source rather than paid-for advertising messages. Think about the political sides, most people either get their information from Fox News or CNN. A neutral source of news would most likely be one of the most credible forms of promotion and can be persuasive.

 

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