These days, companies can no longer solely rely on high-profile events and press releases to grab the attention of journalists and media outlets and generate positive media coverage. With the evolution of technology, companies have had to face a lot of new opportunities to generate a lot of publicity through influencer marketing campaigns, sharing online videos that are incredibly accessible these days, and of course, social media platforms. In the past, traditional public relations efforts used to be very limited due to the distribution channels that companies used to have access to. However, digital public relations has been able to combine creative storytelling with the best tools and technology to increase the reach of a company, optimize it, and make sure that businesses are able to directly engage with their target audiences. While traditional public relations efforts used to focus on mainstream media and outlets, such as print publications, including magazines and newspapers, as well as TV and radio, on the other hand, digital public relations has a number of communication channels for businesses.
Despite the fact that many of the communication opportunities that companies can rely on these days tend to be technically seen as tools in marketing, they can also be centered around public relations efforts, and even generate more visibility for the PR campaigns of businesses, which means they are an essential element to any public relations effort from companies.
Content marketing is a segment of public relations efforts that has allowed companies to establish themselves as a trustworthy source of information, as well as resourceful entities, and even as thought leaders in their industries. This has been because of the versatility of various digital content formats such as podcasts, articles, blog posts, as well as videos. In fact, these days, content marketing has become a key element of any public relations campaign.
Another incredibly effective way that companies can generate attention and connect with the target audience is through email marketing, however, this can only be achieved if a company has the right plan and strategy in place. That’s because companies can rely on email marketing efforts as part of their overall public relations campaigns to be able to develop trusting long-term relationships with the target audience, while also keeping them engaged with various updates about the business and its solutions.
Social Media Marketing
Finally, the beauty of social media platforms, such as Facebook, TikTok, Instagram, and Twitter is the number of people that are already using these types of platforms. That means, companies that also use those platforms are able to engage with the target audiences directly and openly, creating trusting and welcoming relationships with potential customers, and even attracting new potential customers, in a way that they weren’t able to do before, all of which are advantages in terms of public relations.
The author, Matt Caiola is Co-CEO of 5WPR, a top PR firm.