When you retrospect the earlier pr campaigns, they were carried out with press releases, press conferences and everything traditional. Does that mean these approaches are excluded from today’s promotional stories? The answer is a straight NO, but over the past years social platforms has surfaced popular, functioning as an extended communication approach for people to talk about brands or products. As you see the flight of public relations, it is undoubtedly a healthy ground for a brand to reach public smooth.
But with the advent of virtual networking platforms as social media, it is leaning more towards digital PR, rather to say, it’s more about building online presence by encouraging users to communicate directly, developing a rapport with co-players, ultimately taking brand to larger audience than ever before. In addition, organisations leveraging social as a critical strategy for successful PR can achieve loyalty and amass brand reputation on the go.
A recent research points that the chances for the brand to get recommended to friends is around 71%, if they work on positive customer engagement via social channels. It suggests how people are tuned towards live interactions on these platforms, certainly enhancing networking. Is your company missing the social action – dropping out massive opportunities to steam up with competitors? Let’s then look upon why it is significant to incorporate social media for increasing the marketing efforts taken by PR.
Wider Media Coverage
When you think about media relations as a single monument in public relations, it stands as the major building block to reach horizons. Earlier times to reach audience, public relations need to come down to mass media, like TV stations, radio, online channels and so on. With the power of social media; Facebook, Twitter, Pinterest, etc PR can captivate wider audience and reinforce the brand in less time. As you connect to industry influencers, media professionals, journalists, it becomes easier to cover the feature or brand details. Here, journalists or bloggers can spot your post and share on their wall, bringing quality audience to knock your doors. There is instant coverage, transiting time as you leverage the rising technology. Leverage social media and keep the ball rolling!
Is Content Really The King?
If you recollect Bill Gates’s “Content is King,” back from 1996, is it still the same in the current digital marketing storm or has there been a coronation? Google craves for highly informative search based content and apparently it plays a critical role in the battle to get top in search engine rankings. Now in the post hummingbird world, things changed a lot or I would say it got better.
Recently held the fourth Abu Dhabi Media Summit, while experts discussed the importance of online content and brand awareness in the digital world, Shailesh Rao, VP, Twitter Asia Pacific, Latin America and Emerging Markets, observed that the native embedded ads in Twitter platform helps to monetize the publishers efforts and noted that the advertising pace is changing than ever seen. He said, “there are enormous opportunities on these platforms…consumers want to talk about and engage with brands or products.” Jonathan Perelman, VP of Agency Strategy, said, “data is useless unless you have insights on it.” He said that realising the value of good content as a key in the online world. “Content is king but distribution is Queen and she wears the pants.”
Whether you are an entrepreneur or a media professional, good content never miss a resource seeker. “Content Is The King and distribution is the Queen” should be brand’s bottom line and is always better. Pitch comprehensive and pleasurable content for readers, same time finding favor with search engines. Post it on your profile and see how it changes your name as an industry leader. Moreover, these days businesses are bringing creative ideas to that of rich content, taking brand globally noticeable. Let’s say, if you don’t have a high quality piece ready to share, stop awhile in spending extra hours pitching and go for something exclusively juicy – create something interesting, compelling and remarkable which your audience can’t help to skip, but spread. Capitalise social grounds to talk about the news, – share and let it go viral. Don’t you think this could times expand PR efforts? Just sustain that thought, and think why certain videos like PSY Gangnam rain likes, shares and reviews when you don’t have tens of millions of dollars and Felix Baumgartner.
Exposure At Best
With the global surge in the number of Internet users, you can realise how products can be marketed on web by advancing the possibilities of online media. Social media platforms can generate ‘paced’ awareness to your brand, spread the message and alter the face of inbound marketing. As you set your online presence by blogging or sharing, it gradually pass on the word to the ‘outside world’ how visible is your online venture. You can reach out to wider prospects conducting sweepstakes, whopping followers, gaining enough brand exposure.
Engaging on these interactive platforms is not any hard task, but are you too social without any harvest? Posting and sharing features of unrelated niches around socials must be scrutinised, or else you could soon witness the downfall of your business. Remember, social networking is the top concern of your audience, so it should be your priority into multiply the brand’s efforts. Communicating with readers, bloggers, influencers can effectively improve stakeholder relationships. While you engage with readers, it increases visitors to your website and eventually finding favour with Google or other search engines. This way of interaction help company analyse the audience perspective, respond to feedbacks and erase gossips or bad ‘word of mouth’ with the targeted enthusiasts.
Participating in social media can be crucial in paying brand conversations forward, and fortunately with rise of social media monitoring strategies and tools you can pass through communication crisis. Some of the tools like Twitter Search, Facebook Insights, Google Alerts are free ones available at your help. With monitoring tools you can know the status of the brand and those geographic locations where people are talking about your brand. This could be extremely helpful for you to be on top of the discussions regarding your company – negative or positive, and be in check of your reputation. Say, if there is a change in event, you can reach the audience through real-time efficiently and chop off negative reviews.
By investing social media in an efficient way, you can cover public opinion, gain followers, feel the pulse of customer needs and hence tailor public relations activities. The social universe is moving; if you are on right track, you can be the spotlight!
About the author: Digital journalist Raisa Elizabeth Mathew is a 360° engagement-centric content strategist and publishing consultant. Her ideas and passion are user engagement, social media, reputation and public relations.