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July 19, 2019

Going the Digital Communications Route:

Why is Social Media Effective?

Social media is just what it sounds like. It’s a relationship. It’s a conversation with your audience. It’s a means of letting them know what is exciting, fun, informative or needed about what you have to offer. It’s also an invitation to your audience to participate. When executed effectively, it’s more interactive than traditional marketing tools like print, radio, TV advertising or direct mail.

Social media is also more flexible than traditional marketing tools and should be reactive as well. It’s not just about posting your message, link, or video and “job done”. It’s important to monitor responses so you can gauge the level of interest and tailor your messaging accordingly. It’s also very important to answer questions quickly so the conversation is fluid and two-way. For an example, you can refer to Reston Town Center’s FaceBook page at https://www.facebook.com/RestonTownCenter.

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.