Just like anything else, public relations has evolved over time. With new technology and the advent of social media, mRELEVANCE has certainly seen huge changes in public relations during the past 13 years.
In fact, here are 13 ways public relations has changed since 2000:
- Interactive News Releases. Your company’s news releases should include photos, videos and links. Without these, it’s just a boring old news release.
- No More Mailing. Today, public relations professionals can forget the stamp when distributing news releases. Instead of mailing them to individual reporters, they are sent via email or online distribution sites. After a reporter publishes the release, show them some love by sharing the link on social media.
- Goodbye Scissors. Does your business get media clips in the mail? Probably not. Today, clips are simply saved or scanned and sent directly to clients as PDFs.
- Blogging. You don’t just have to depend on reporters and publications to get your story out. You can do so by blogging. Over the years, corporate blogging has become more and more popular. Now, it is a necessity. Corporate blogging allows customers and potential customers to engage with your brand much more effectively than traditional public relations channels. Most importantly, having a blog is one of the best ways to drive traffic to your website. Be sure to track your blog with tools such as Google Analytics. With this tool, track site traffic, where referrals are coming from and which posts are doing best traffic-wise.
- Social Media. It’s not just Facebook anymore. Your company should also be on Twitter, LinkedIn, Pinterest, Instagram, Google+ and more. These sites provide additional ways to showcase your brand and story. If your public relations strategy doesn’t use them, you are behind the times.
- More Engagement. Without engaging content, your social media sites and traditional public relations content won’t attract anyone. Create social media content that permits and encourages likes, comments, retweets, etc. Make sure to also include traditional content to engage with reporters who may want to cover your story.
- All About Reputation. When you Google your company, do you like what you see? Your public relations strategy should enhance your corporate reputation management campaign. This allows consumers to be able to find good information about you, which results in more sales, etc.
- Increased Credibility. A relevant public relations strategy creates credibility for your company by building your reputation. This third-party type of endorsement has not changed much over the years, but it is still critical to promote your company.
- Mobile Capabilities. Your phone is not just for texting, emailing and calling anymore. It is a source for looking up news, interfacing with social media, researching products and services. More people use their phones now than computers. With a good mobile site, consumers and reporters alike can find information about your company.
- News in Minutes. Have a news story you need to get out now? No need to wait for a story to come out in print. Within minutes, it can be in the online version of your favorite publication.
- Better Measurement. With Google Alerts and sites like PRWeb, see how your news releases really work. Google Alerts are emails sent to you when Google finds new results. As you send out releases, set-up Google Alerts with a specific search term (as in the keyword in your news release). As Google sees publications and/or blogs picking up the release, you will be able to monitor most things online. PRWeb measures news release effectiveness by calculating how many times Internet users viewed the full release, by showing a list of different websites where your release appeared, by monitoring keywords and phrases searchers used to find your release and so much more.
- More Affordable Than Ever. With less stamps and scissors to buy, public relations services are more affordable than ever. Really though, while traditional advertising can cost your company thousands and thousands of dollars (as in around $80,000 for a 30 second ad on prime time TV), public relations services can be made to fit your budget and needs.
- Easily Accessible. Marketing RELEVANCE can be reached on Facebook, Twitter and even here. With easy accessibility, you don’t have to search hard for a good public relations team. Plus, we can help you with website development, search engine optimization, marketing, social media, creative, reputation management and more.
Okay, that last change was really self-promotion. But, we really weren’t as accessible “back in the day.” If going through these 13 changes has made you realize that your company is still in the year 2000 in regards to public relations, be sure to contact us today!