Prepare for the future of communications or be left behind
Are your public relations efforts not as successful as you’d hoped? The problem could be that you are using the same outdated tools and tactics you always have, and they are no longer effective.
The world of promotion, media and public relations has changed drastically, especially in the last few years. It’s vital to stay on top of trends and developments to make the most of PR initiatives and increase your visibility. If your company is still using any of these processes, you should stop immediately and perhaps hire a new PR firm.
- The traditional news conference.
It used to be that when you had breaking news to share, you called a press conference and hoped that the media would attend. Unless your company’s name is Apple or Facebook, relying too heavily on this tool means you will spend much of your time waiting for returned calls while your news breaks in other outlets before you have a chance to announce it.
Today a great deal of major news stories and events break on social media. Platforms like Twitter and Facebook have become important vehicles for businesses to release information and reach hundreds of millions of users at once. Additionally, most PR pros now find it more useful to build relationships with journalists and industry influencers and employ unique ways of spreading their clients’ messages.
- Old-fashioned, boring media kits.
Not too long ago, if you were trying to promote an event or garner attention for your news, an accompanying press kit was essential. It consisted of a simple folder packed with everything but the kitchen sink for a journalist to lug around. Those who are still doing this often realize it’s a waste of time as they watch their hard work being thrown in the trash.
Of course, you still want to make it as easy as possible for the reporter to cover your company, so offering information in various formats is a smart way to go. One effective method is to offer reporters a centralized location for information online. PR experts now spend time creating comprehensive, branded online newsrooms where reporters can turn for additional information regarding a news release, head shots of the parties involved, product images and executive bios. You can also get more creative with tools like innovative and eye-catching designs, new ways to include product samples or even putting all the information on a USB stick.
- Throwing everything online.
Those of us who remember when the World Wide Web was young may also recall that most companies were in such a rush to ensure they had a presence online that they haphazardly put basically everything they had on their website. Some companies still continue that habit and have even transferred the practice to social media platforms, resulting in unstructured, random content.
Wise PR practitioners realize that a business must have a content creation and management plan. Your company should continuously monitor and control what goes online and how it impacts your reputation and brand. When media, investors and customers search your company, it’s vital that they find positive reviews and quality content.
- Managing PR on your own.
Some companies think it’s fine to find any staffer who can write and put him in charge of public relations. Then they wonder why they don’t receive media attention, win awards or grow their businesses.
At Axia Public Relations, we are on the cutting edge of the dramatic evolution in our industry and are poised to help your company take advantage. Contact us or download our free e-book How to Fire Your PR Firm to learn more about why a change in your PR practices may be necessary.
Lisa Goldsberry is a blogger for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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