Developing and launching a public relations campaign is an ongoing cumulative process. With that in mind, we’re starting a new series with short, easy to review PR tips and media relations ideas. Each day for the next few weeks, we will either post a full article or a PR tip. Your part in this is to review the various tips and begin to implement them to further your PR and media outreach. Also, let us know if you have any specific PR or media relations questions you’d like answered. I’ll answer as many questions as possible in upcoming blogs.
Tag Archive for ‘online marketing’
In the worlds of public relations and marketing you hear quite a bit about relevance, value, authenticity connection, community, empowerment, simplicity engagement and purpose. An impressive list and all are important words to keep in mind. But these are all words that are being overused to the point of irrelevance. Consumers don’t care about you as a marketer unless you give them a compelling reason to do so. And the only way marketers can do that is to think like consumers and here is where the disconnect comes in; marketers generally work backwards.
The internet has not only drastically changed industries, such as music, media and film, it has changed marketing forever. Let me restate that, it is changing marketing on an ongoing basis. How we send and receive information is in a constant state of flux. There is no final destination; no point of arrival, there is only a constant ever evolving journey. The not-so-long-ago lonesome trails of the net are now overly congested and traffic is bumper-to-bumper. So, where does that leave the entrepreneur who is looking to successfully market his or her online business?
No one is going to buy your product or services if they don’t know it exists and this is particularly true in tough economic times. As counter intuitive as it might seem, the slow times are the times that you can’t afford to cut back in your marketing efforts. It has been documented that companies that increase their marketing efforts during a recession can improve their market share as well as their return on investment at lower costs than they can during good economic times. While the competition is out of sight and out of mind, you should be front and center.
Online press releases are a bit like ants at a picnic. They are everywhere and can be a bit annoying. Whereas they do have their uses, it’s important not to confuse online with offline releases. If your objective is to help increase your web traffic and raise your search engine ranking, online is worth a shot. If you’re looking to gain coverage in TV, print, or radio, whereas online might help, to be truly effective, focus on the traditional approach.
Marketing has shifted dramatically in the past decade. With the advent of blogs and social media, companies now have different marketing and PR needs. With that in mind, it’s important to rethink your approach to media relations. As opposed to focusing solely on traditional PR campaigns or 100% on online campaigns, consider a menu of strategies.
It’s said that you can’t find the right answers until you ask the right questions. So with that in mind if you are thinking of hiring a public relations firm or of launching a media relations campaign for yourself, the following is a list of how to points to ask yourself before moving forward. Done correctly a PR campaign can establish your brand and build your business and establish you as an expert in your field. It’s the most powerful marketing tool out there, so give it a shot, but first do your homework and review the checklist.
When it comes to distribution and media outlets, PR has changed dramatically. Yet the basics of PR, which include defining your objectives, defining your stories, learning how to present your stories, defining your target market(s), and creating a media contact list that reaches your target market(s), remain the same. Still, while the core basics remain the same, it’s true that just about everything else has changed.
More than 13 million hours of video were uploaded during 2010 and 35 hours of video are uploaded every minute. Whereas YouTube used to be primarily a site to visit to watch goofy, crazy videos, it is now the new engine for launching talent and careers. It is a community where viewers go to find news, sports, science, music and how-to information. Like a social network it also allows viewers to subscribe to different channels, friends, etc. The Justin Bieber story signaled a new phenomenon – a combination of digital/viral social media and a crossover of digital/ analog/ print phenomenon.