The move to more proactive sourcing of partnering opportunities
PR Newswire recently ran a survey which reinforces how PR has changed. As I see it, as traditional media either evolves or dies, the traditional media relations-only model of PR will evolve or die with it. Public relations work will transform more into earned, owned, and paid media generation, and PR professionals will find themselves increasingly doing work that transcends the traditionally rigid boundaries of earned, owned, or paid media.' The survey results showed some new focuses and traditional challenges.
Using more video in communications and incorporating content marketing or “slow PR” tactics into the mix top the resolutions of the public relations pros who responded to our recent informal survey. Two perennial challenges – improving PR measurement and better utilization of social channels – are also high on PR’s list of things to do this year.
Aberdeen Research shows how content marketing is becoming more integrated into Public Relations
Recommended Link : Aberdeen Research: Content Marketing is the new PR
In March 2013, Aberdeen Research undertook research to investigate how social media has impacted PR and how companies are reacting to this, through an integrated strategic marketing communications strategy and focus on their content strategy.
Their research is compiled from surveys, interviews and data analysis, from 70 end-user Marketers and Communication professionals. Aberdeen present their findings as 'Leaders' and 'Followers'. Here is our summary of two of the key takeaways and the full report can be downloaded freely from Aberdeen's website.
1. What are the aims of integrating Content Marketing into PR?
63% of respondents identified as leaders are aiming to adopt or increase their use of content marketing and 31% view it as a means to improve their brand image (build brand equity).
UK PR pros need to conquer the entire digital mix to remain competitive – fast!
A recent post I wrote for Econsultancy entitled “SEOs will slaughter careless PR agencies” generated an almighty storm in its comments section. That’s how I wanted it to be, because the subject of who owns search engine optimisation (SEO) within marketing is really important to the future of PR agencies and, on an individual level, PR practitioners. PR should own organic search, but instead it’s the SEO agencies who are learning PR or partnering with PR agencies to mop up business.
As you may be aware, in the last 18 months Google has unleashed a couple of updates to its algorithm – Panda and Penguin – in an attempt to make search more relevant for users and punish sites which it deems “low quality”. Panda, for example, put the emphasis on trustworthiness, design, speed and rates…
3 top tips to encourage sharing and 7 bad habits to avoid
Social media enthusiasts tend to look at press releases, and public relations in general, with a jaundiced eye. As a heavy social media user since 2005, I must admit I have read thousands of press releases I wouldn’t dream of sharing with my social communities.
Nevertheless, I am an optimist! I believe the PR industry can adapt and publish press releases that are highly shareable on social platforms.
Three good reasons press releases should be socially shareable
Should press release writers care about social media sharing? I can think of three extremely important reasons:
Social media exposes a firm to new groups of prospects and referrers.
Social shares from influential social media participants increase a firm’s credibility.
Social sharing may have a rippling effect that improves brand awareness.
and do you need one?
I'll be honest, I read 'social media newsroom' and I'm instantly confused. I've thought about it for a while now, since the term started being bandied about, and I still don't get it. I think this is a classic example of where PR jargon, marketing semantics and established ideas collide in the digital age. I am sure it's important for marketers to think through how their website can act as a hub to encourage engagement with customers, influencers and other stakeholders and it's too important to be thought of as a PR responsibility. A "News" area of the site with dull, drab press releases just doesn't cut it any more. I'd love to know what you think, and if you can share examples of companies getting it right.
Here's where I'm at…
What it a social media newsroom?
It's probably better to start by asking what a traditional website…
Online PR should be an essential activity for any marketing campaign today. But what's involved in Online PR and what will make your campaign successful? I pose these questions to specialist Ruth Brecher of Underwired PR.
In this interview I talk to Ruth Brecher, Managing Director of digital agency Underwired a full service digital agency which offers Online PR services.
It's refreshing to see Ruth debunking many of the myths of SEO such as reciprocal links are 100% bad.
Given my interest (and my readers') interest in SEO, in this interview we focus on best practices in Online PR for Search Engine Optimisation (SEO) through generating backlinks to a site focusing on a specific theme.
Online PR campaign essentials
Q1. What would you say are the key ingredients…