12 Apr Top 10 tips for PR in the new digital age
The two worlds of marketing and communications have changed beyond recognition in recent times – and this shows no sign of slowing down. For businesses, it can cause a brain ache. So, here are Nolan PR’s 10 simple rules for making PR work in the digital era:
- The web is the first place to start
Every business now looking at a new product or service will look on their phone, tablet or PC. So if you don’t show up on search engines, essentially Google, then you’re making life harder for yourself. You need to move up those rankings.
- Social media cannot be ignored
Too many still groan at Twitter, Facebook etc, but visitors to a website are far more likely to buy if they’ve come from social media recommendations. With business to consumer, in particular, a majority of social media users now come straight from Facebook, and more than half of Twitter users recommend when tweeting.
- You have to have the right presence for credibility
Some companies not so long ago used to say that they didn’t need a website. Now, unless you want to look out of touch, then you do need a website! The same argument applies to social: companies without a social media presence will look old-fashioned or out-of-touch. Linking the two together with social feeding back to your website is just crucial.
- Getting attention
In a 24/7 media landscape, it’s always wise to keep an eye on the media in your sector – whether by logging onto trusted news sites or following the rolling news agenda on Twitter. Maybe the government is making a statement about the widget industry. As a widget manufacturer, you may have something to say. Become a commentator, not a bystander.
- Content management is a must
PR strategies start with first deciding on a message and content strategy before doing anything else. Compelling content for press releases, blogs or social media is and always will be the most important facet of PR. It has to strike a chord with potential customers, and be SEO friendly.
- Messages need laser precision
The press and media still hold a lot of kudos in this age, so find the titles and the journalists who work on them. In the digital age, with an abundance of press material being distributed, journalists want good information, that’s entertaining to read and to the point. Know exactly who you want to target and go after them.
- Make a push on your Pull marketing
The new age is about strong information and magnetising customers into your community with a “pull” strategy where potential customers find you. Excellent content attracts people towards you and by aligning your content with your potential customers’ needs; you will generate the inbound traffic, which leads to more sales.
- Test and measure
With tools like Google analytics you can now see how people have found your website – and how they first found out about you. You can see what pages on your site were looked at, and even the keywords they used to search for you. Monitoring your online marketing will help you adapt your strategies accordingly.
It’s pointless having social media if nobody actually posts material to them or, nobody keeps an eye on them to see what comments or Tweets are being made. Social media is immediate – PR and everybody communicating with you expects a quick response.
- Accept it all takes time
As the saying goes, Rome wasn’t built in a day. A modern PR strategy takes time and effort and can be a learning curve. If you do it consistently, then you will build and develop your brand. That means having a solid strategy where marketing and PR work in tandem.
Invest the time and effort, show patience and you’ll reap the rewards.