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July 19, 2019

Where PR and Technology Meet

picture-9There is no question that technology has changed the PR and marketing industry. Over the past twenty or so years, we’ve seen the emergence of email (does anyone remember snail mailing photos and slides with your press releases?), websites, social media, smart phones and mobile apps. We are dispersing and receiving information on multiple platforms like layers of an onion.

Many firms are diverting more of their budgets to content marketing, and the PR industry is perfectly poised for this method. The bread and butter of public relations is earned media. Earned media is content driven and traditional marketing activities do still work – in newspapers, magazines, TV, radio, direct mail and networking – for the widest possible reach to all demographics.

Social media is not a replacement for traditional marketing tactics, however it is a critical component of an effective marketing strategy. In fact, social media works best when combined with other marketing activities. Using your traditional media to direct listeners, readers and viewers to digital marketing platforms like a blog or a Facebook page is an effective way to deliver content. You then have the challenge of engaging that audience and developing your online community.

Next up: Know your online community. Where are they? How do they want to be reached? – stay tuned!

Making Social Work for Your Website

Guest Blog by David Cavalieri

text bubbles from computerAn online presence is a permanent, expected fixture of a reputable brand and the power of a robust website must not be overlooked. The virtual side of the organization defines the direction, atmosphere, and foundation and enables it to flourish. With the integration of well-developed content, appropriate social networks, and the cross-pollination of ideas by captivated users your virtual presence will magnify and differentiate your brand.

The Website:

It’s a requirement in today’s business world and acts as the quintessential indicator of an accomplished and well-polished organization. However, aesthetics are only skin deep and the message and content portrayed must match the company’s model, style, and culture. Pretending to be someone you are not will only create angst amongst your clients while return business and referrals will suffer. Describe who you are – are you corporate; powerful, yet friendly; inviting; or just downright spunky? Let the world know! People today have increasingly shorter attention spans than in years past and never-ending streams of text might as well be showing them the door – well, at least a revolving door. Be concise with your ideas and get ready for an entirely social world.

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Getting Social:

Social media, though extremely important to many, isn’t appropriate for all companies and marketing techniques. Determining its role in your company is a vital step in planning your digital presence (the nitty gritty of which will be coming in a future blog, so stay tuned!). So whichever platforms you choose for your business, at the end of the day you need to find a way to tie all of this back in to the website you just gave your sweat and tears to.

The Blending of Ideas:

The goal of marketing is not only to garner the most fans and popularity, but also to keep customers involved and repeatedly coming through the door. Many social platforms have widgets and pieces of code (check in with your web developer if you need to!) to embed into your website and add ways to “Like” your profile or individual pages of your website directly, share the most recent Tweet in a live feed, or present your latest board’s pins as a photo gallery. Comments flow from one platform to the next, content is shared from the most dedicated of fans, and that revolving door will simply become an open door.

Blend the line between website and social media, be creative whenever possible, find a way for users to seamlessly use your website and interact with your social platforms. Comments, ideas, and creativity will flourish and the customers themselves will boost the greatest marketing tactic of them all – the word of mouth.