Positive and negative PR campaigns can affect brand equity and identity - learn how to apply positive PR across touchpoints in the RACE customer lifecycle
It's a general marketing myth that without PR (positive or negative) consumers won't know who you are and how you can help - wrong. Although effective PR can be the make or break for smaller companies who want to get their name, vision and message out to the public, larger brands have build a brand identity that keeps them noticed regardless of ill-thought out publicity stunts and, sometimes, even the products they offer.
Brand equity refers to the customer's perception of a brand name or company rather than the multitude of products or services they provide. Brands that successfully create a strong online and offline brand equity includes: Apple, Google, Microsoft, Amazon, Netflix etc. You can instantly identify them, even if you don't know everything they offer.
Digital PR is here to stay folks, but how do you make it a success?
Digital PR is one of those new-fangled buzzwords that everyone is talking about at the minute. But, like influencer marketing, a lot of people aren’t too sure what it is, or how to make a success of it.
But digital PR is here to stay folks. As more and more businesses try and maximize on the overlap between SEO and PR. But what makes digital PR different from regular PR? And how can you make a success of it?
Essentially, Digital PR is the art of placing a press article, whilst also earning a link back from the publication to your site. This is obviously different from traditional PR, where you’re looking to maximize brand awareness and place the brand front and centre of an audience’s mind.
Your KPIs will differ for digital PR too. With traditional press,…
Research shows how PR specialists use social networks
This new Social PR Survey, including data from the Social Journalism Study shows how important social media is to PR Specialists. So how are PRs using social media? Is it to post their own content, repost content, monitor brands, engage with the media or join in conversations? As you'd expect, it's popular with more than 2/3 using social media on a daily basis. This report shows how it breaks down.
So, how active are PR Professionals who are using social media?
As expected, reasons for using social media include promoting their own content (74%) and a secondary goal is to reach out to the media.
The most used platforms when using Social Media for PR?
In terms of the preferred platforms, they primarily promote their content across Facebook and Twitter, with the latter…
How to manage a PR crisis using social media intelligence
Sometimes, however much you prepare, a crisis is unavoidable. It can at happen at any time and for any number of reasons but whatever happens companies and organisations need to try to manage the crisis when it happens. Of course this has become quite tricky with the incredible volume of posts on social networks making it hard to track every facet of a problem. But with the right social media intelligence software, PR and Communications teams can better manage a potential crisis situation.
Social data is of particular use in two stages of a crisis: detecting the beginnings of a crisis and managing the crisis. This post will explain how social intelligence (monitoring and analysing online data) can help you manage these two stages quickly and effectively.
Detecting a crisis
A 10 step online PR process to prepare and initiate the perfect Digital PR campaign
The C word, you know the one I’m talking about. It’s the word that can put you in the good books with Google and holds the key to adding value to your clients website. We’ve all heard time and time again that this is the key to gaining success in the world of digital marketing. That’s true, but don’t for a minute think that this creation of content is the end of the road. Contrary to Kevin Costner and his 'Field of Dreams' movie quote, if you build it, they may or may not come.
So! What do we have to do to get our beautiful creations out there? Whether they are artistic infographics or feature length articles, you can guarantee that somebody, somewhere wants them to…
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…