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.
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.