Relationships are at the core of any successful marketing campaign, and public relations is designed to help organizations communicate with those they care about most, including: analysts, customers, employees, influencers, media and partners. This post dives into online and offline PR tactics, and offers resources to power a fresh approach to PR.
The relationship between PR professionals and journalists can be rather complex. So should you settle for Facebook-official “It’s complicated” status and call it a day? Eh, not exactly.
In addition to raising brand awareness and connecting with target audiences, securing coverage in relevant media outlets is a primary measure of successful public relations campaigns. While there isn’t a guaranteed formula to mastering the art of pitching, there are some best practices to keep in mind to help strengthen your relationships with the media.
We recently caught up Derek Singleton (@B2BMktMentor), Marketing Analyst at Software Advice, to hear his thoughts about content marketing and how it’s changing the traditional roles of PR and journalism. Derek reports on B2B marketing technologies and trends. His work has appeared in The New York Times, CIO and The Huffington Post.
Here’s what he had to say.
Guest post by Kristen Matthews of GroupHigh
As outbound marketing tactics become obsolete, establishing relationships with bloggers who can promote your brand via word of mouth is becoming more important than ever.
Now that modern consumers are wired to tune out traditional ads and have the self-empowerment to research brands on their own, marketers and PR professionals are scrambling to fill the internet with good content about their brands and their client’s brands.
The sweet spot lies in not only producing content that subtly links back to your brand but also establishing a balance of content about your brand produced by others. It all comes down to the fact that humans trust word of mouth recommendations over self-promotional garble.
This is where blogger outreach comes in ...
Guest post by Keith Ecker of Jaffe PR
The buzzword on every marketer’s lips is content marketing—and with good reason. Never before have brands been able to so easily transform themselves into de facto content creators through the use of affordable publishing and distribution tools, such as blogging platforms, Twitter and LinkedIn. Meanwhile, the definition of what constitutes a traditional media outlet continues to be flipped on its head as websites, blogs and social media sites become go-to reads for consumers and key decision-makers.
So, what does this shift in the way information is produced and consumed mean for the world of public relations? If audiences are more prone to read a Twitter feed over the New York Times, is it time for all us publicists to hang up our hats and call it a day?
While it’s no longer business as usual for the PR industry, I’d argue that this is one of the most exciting times to be a publicist. Rather than fight the inevitable changes, I recommend embracing these changes as an opportunity to redefine the profession. Content marketing isn’t making PR obsolete; it’s forcing it to adapt to make itself more effective than ever.
Your PR team's media outreach efforts paid off—they've secured an interview with a key media contact for one of your company's subject-matter experts (SME).
But, with the outreach off the table and everything relying on one real-time conversation, how can you ensure your SME's success? Without overwhelming him or her too much—and potentially adding to the nerves of the situation—here are a few simple tips to share to ensure confidence before, during and after a media interview.
In today's digital world, public relations is more than just media relations, as you now have the opportunity to connect with target audiences directly through content. By marrying blogging and traditional PR, you can:
- Share your story direct with target audiences, bloggers and reporters, and
- Build and nurture personal relationships with these individuals.
Read on for tips on how to create the perfect content/PR love affair.