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October 19, 2019

Reaching a Multi-generational Demographic:

This is the final installment of the three-part series, “Integrating Social and Traditional Media for an Effective PR Campaign.”

The tools: We are often asked why we need to integrate our Marketing with traditional as well as “New Media” – online advertising, Social Media, blogs and websites. We have to take into consideration a variety of audiences. While some people routinely gather information through television news casts, radio and the daily newspaper, many others rely on their lap tops and smart phones to get their news “fix”.

The message: It is also important to consider your target audience’s age when developing your message. You have The Silent Generation, age 65 and older, The Baby Boomers, age 45-64, Generation X, age 30-44, and Generation Y or The Millennial Generation, age 20-29. Every generation has had a different life experience and communicates differently, so you need to create messages that resonate with your target generation/s. You can’t take a “one size fits all” approach.

Our Changing Media Industry – The Demise of the Newspaper:

This is the second installment of a the three-part series, “Integrating Social and Traditional Media for an Effective PR Campaign.”

Newspapers seem to be going the way of the dinosaurs. Small, hyper-local community publications are struggling to attract advertisers and many were shuttered during the recent economic downturn. In the greater Washington DC area we witnessed the demise of the Baltimore Examiner, the No. VA Observer Newspapers, and the absorption of the Loudoun Independent in the past year. Those that survived were consolidated – The Times Community Newspapers became the Fairfax Times – or are shrinking in size. The larger publications, like The Washing Post and the Baltimore Sun, are hanging in there, but have retired the majority of their senior editorial staff and eliminated entire news departments.

Even under these conditions, print advertising is still expensive and not responding to the lack of demand. And, as the editorial “real estate” shrinks with the size of the papers, there is less room to get your message in print. The one advantage to this is that with fewer journalists having to cover a broader range of news, we often see our press release copy duplicated in print verbatim.

The Changing Media Scene in an Internet Generation

This is the first installment of a new three-part series, “Integrating Social and Traditional Media for an Effective PR Campaign.”

For those of us who launched our Marketing careers before the advent of Websites and interactive Social Media tools, traditional media – radio, television and print – were the bread and butter of the trade. Today, with the economic realities of traditional media and the need to reach multi-generational audiences, an integrated campaign is essential.

In upcoming posts, I’d like to talk about our changing media industry, how reach a multi-generational demographic, what alternative or New Media means, why you should use social media, and the basics of building online ad campaigns.

What’s the bottom line?

Welcome to the new Myers PR Blog! To kick off our blog launch, Marion Myers, President of Myers PR completes a new series, “The 5 ‘Ws’ for a Positive Reputation.”

Establishing and administering an effective PR campaign is not something done quickly or without considerable thought and planning. But, the results will be well worth it! The time and effort invested in enhancing your reputation will have a direct and positive impact on your bottom line. Consumers are naturally inclined to work with/buy from/listen to people they know, respect and trust.

The advantage of using a PR professional, versus “do it yourself” is the time ($) saved and the results ($) achieved. I can’t tell you how often we’ve been called in to “rescue” a PR effort that was being led by a busy CEO or had been tacked on someone else’s existing job description. It’s never first priority, rarely planned out in advance and the results reflect the lack of attention. A good PR professional will provide the structure, the creative thinking and the discipline necessary to stay on track and make sure what being done is working. Reputations are not built overnight, and they certainly don’t build themselves!

Future articles will discuss: Integrating Social and Traditional Media for an Effective PR Campaign and Corporate Philanthropy and PR.