Why press releases and articles shouldn’t be the only marketing you do
PR is dead, right?
Or so many people would have us believe. In a digital world, PR has fallen out of favour with online marketing strategies seen as being more measurable and scalable. However, the reality is more complicated.
PR is still a viable, if not central, element of the marketing mix. With new tools available that enable fast online distribution, press releases are a quick way to get your news out, about your company and its products and services. When combined with articles, PR is also highly effective in influencing, engaging and building credibility and a relationship with key stakeholders in order to shape public perception.
So how do you move beyond PR?
Closely linked to PR, advertising offers a controlled way to inform audiences through relevant media, albeit more expensive than PR. Selective advertising alongside a managed PR programme can be especially effective in maximising reach in the
media.
Beyond this, modern communication strategies are increasingly focused on three key
aspects.
SEARCH: PR is valuable for link building and SEO when it results in coverage. This type of content, ideally also including backlinks to your website and your keywords can deliver great synergy, particularly when it is picked up and shared online and via social media networks. With a significant number of consumers regularly seeking out trusted expert content, such coverage can provide valuable ‘third party’ endorsement.
CONTENT: The second goal is to create great copy. Making sure your valuable press coverage is reproduced elsewhere allows your audience to get better and more long-lasting access to it. Today’s consumers like to receive their information more immediately. Newsletters and blogs are easy to digest and quick to read, even on the go. With the importance of quality content to online rankings, PR articles provide ready to hand material for use in other ways, such as inclusion on your website, electronic and printed newsletters, presentations to accompany quotes, etc. Repurposing widens the audience and assists with engagement, as well as maximising your investment.
STORYTELLING: The importance of creative communication is increasingly recognised as a powerful way to personalise and build relationships with your customers. Application stories about how your products and services are helping companies and individuals, provide a narrative that can also be used to help tell your story as a business or organisation and to build your brand through other media including social posts, email campaigns and your website. Case studies are also ideal for sharing on LinkedIn, one of the most useful channels for building connections with peers and target customers/referrers, plus for sending to prospective customers.
Integration is key
PR and other marketing activities perform much better when they work together. As a marketer, it is important to recognise that PR is a very valuable component to be used alongside other tactics. Indeed, they are very complementary, developing programmes that work side-by-side. Effective coordination and integration of activities improve awareness, enquiries, orders and the bottom line, the ultimate objective of any marketing strategy.
To discuss a PR strategy and programme that will take awareness of your business to new heights, please contact us.
