Media relations, PR, call it what you will. Why? It's a highly effective way to push your message(s) to your target audi
Media relations, PR, call it what you will. Why? It’s a highly effective way to push your message(s) to your target audience, no matter how broad or niche that may be. Want to reach florists? PR will reach them. Want to reach environmental consultants, it’ll reach them, too. Media relations, PR, call it what you will has changed dramatically over the past decade and, in my humble opinion, should be the foundation upon which all other marketing activity is built. Let’s look at a working example. An accountancy client wants to promote their expertise in helping SMEs reduce their tax bill. We’d kick off by speaking with the client and doing some desk research in order to find something interesting, unknown or quirky about the topic. Having identified our ‘news hook’, we’d draft and distribute a press release to publications and portals read by owners of SMEs. Press coverage would follow (ideally, with back links to the client website). Typically, a couple of publications would request a longer, by-lined, article, expanding on the topic. Happy days. More credible, thought leadership coverage. This could then be turned into a blog on the client website (yes, we’re talking content marketing here). Which could then be sent to their database of SME clients and prospects. Not forgetting, embedded in social media posts. The article could be included in the client newsletter or used as the basis of a direct marketing campaign (either digital or traditional print). Oh, and let’s not forget, most publications and portals will promote the article on their own social channels, too. Whatever marketing channel you use, it all starts with the words. In short, a single piece of PR, media relations, call it what you will can be turned into many different pieces of marketing collateral/activity. Did I mention infographics or white papers? In fact, you could say it’s the gift that keeps on giving.