PR In the Digital Era: 6 Things To Know
Conducting public relations (PR) has been an important part of many British businesses for a long time. When it was first introduced, it was quite different from what it is now. There were no PR guidelines during the period and the platforms like newspapers and periodicals were only available.
Now the PR landscape companies operate on is a whole new ball game. The winds of change of technology have led to the founding of alternative media forms. In addition, a very diverse public has helped alter the PR landscape.
With the said impending decline of print media and the rise of electronic media, the way people consume and share information requires knowledge of the following to ensure a full-throttle successful PR campaign:
- What Is PR
Public relations (PR) encompass communication and media to build, manage, and keep the reputation of a person, brand, or company. It’s said to have been first introduced decades ago though it was done traditionally by using communication techniques that didn’t require the Internet.
Modern public relations, however, is mainly about communicating through online channels available. These include social media, blogs, and websites. PR’s main objective is to build a lasting positive influence on a company or brand to online audiences.
- The Difference Between Traditional And Digital PR
As you may know, traditional PR uses old communication strategies and media such as newspapers, radios, and the like. This type of PR doesn’t need the Internet. It depends on building good relationships with traditional British media partners to help improve a certain brand’s credibility.
While digital PR still relies on some techniques like press releases and other traditional techniques, it also heavily relies on online communication channels and social media. Practitioners like some of the PR agencies in London and neighboring cities have adapted and merged traditional and digital PR practices to provide the best services possible to their client companies looking to strengthen their image.
- The Relevance Of PR
The Internet has made life a lot different. With a single click of a button, you can find answers to almost everything. The easy access to a wide range of information comes with the risk of encountering fake news, bots, and cyber-criminals.
Compounded by the rise of social media, changes in the online landscape have opened up many complexities to the way how people communicate. This has led to the need for PR teams to make sense of all of them during this digital era to avoid being left behind.
- The Role Of Social Media
As the name suggests, social media has a unique ability to link people from all walks of life. Social media platforms are great for direct PR engagement. Brands and companies can use social media to target specific audiences much cheaper than before the digital era.
Organizations can develop an online personality when they interact, share, or comment on different social media platforms. Therefore, brands and organizations have to use social media strategically for the success of their individual PR goals and campaigns.
- The Importance Of Influencers
Although you can utilize social media to share your content, third-party sources can organically spread and lend credibility to your PR efforts. Therefore, it’s important to do some research to find out about influencers who might be interested in sharing your messages online.
Some software services can simplify your search for influencers by narrowing your search to relevant people, including specific journalists and bloggers. With such enhancements and targeting technology, plus the vast amount of information available online, you may not need to rely on mass media strategies anymore. You could just pitch to a few people and get them to share the message on your behalf instead.
- Old PR Strategies Will Not Go Away Anytime Soon
The good old face-to-face chat will always stay classic. Even in this digital era and its social media craze, it’s still an effective means of promoting a brand or idea. Never underestimate the power of speech and body language in PR. It could completely change how your messages are communicated and received.
The Bottom Line
The advancements of technology are believed to have resulted in shifts in the behavior of societies. The important thing to note is that while people are now communicating mostly through gadgets and screens, the persuasive nature of PR hasn’t changed much at all.
The PR practice is still as relevant as it was a century ago. For organizations and individuals, understanding how PR can be used in social media and over the web has become the gist of what public relations in the digital era is all about.
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