Strategic communications planning and the delivery of high quality, relevant content is a crucial aspect of PR, be it driving long-term thought leadership, competitive advantage or SEO tactics. PR plays an invaluable role. The internet has decimated print publications and ad revenues, cutting back on journalists and resources and relying more on PR to provide content to fill spaces, but also creating new avenues for content delivery. This shift and rise in content delivery has made the role of PR a greater necessity for businesses.
Traditional v New Channels
Whilst traditional PR methods, such as press releases, are still a critical and valuable tool, content delivery adds a new layer to the model, utilising new channels such as blogs and social media to get the message out, to further the company reach and to connect with journalists. Content delivery is about elevating brand perception and awareness through value-driven content and the subsequent positive engagement, boosting site traffic through new channels. As a PR agency we now assume more responsibility for assets like client blogs, and social media pages to increase the reach and to better establish the client as a thought-leader. Companies need not only create their content, but become the distributor of it too by ensuring their messaging reaches critical audiences, and delivering this content via blogs, Twitter and Facebook pages, for example, as a means of lead generation to drive readers back to company assets and dedicated landing pages. We enable businesses to re-think their strategic approach to content and communications to provide a plan that is designed to tie together public relations and content delivery, managing the content generation, curation and delivery.
Social media can now be considered as a core component of PR. Social media engagement and outreach can have a huge impact on PR campaigns, be it pitching or initiating discussions around relevant client topics. Whilst sites such as Twitter can be useful for news sharing, they can also serve as the perfect medium for engaging with key media influencers. Social media platforms enable you to reach media, but also open the doors to influencers and blogging communities that may not have previously been accessible, but are equally important. Developing relationships with bloggers linking back to their blogs, and retweeting interesting articles will likely encourage them to do the same.
Many journalists and bloggers rely heavily on platforms such as Twitter and LinkedIn to research stories. If you opt to share client news or comment socially, there is a high possibility it will be met by key media using the platform to source news.
As an agency, Twitter is also a useful platform to efficiently curate and gather relevant news stories from specific reporters. This ensures we can jump on breaking news and targeted stories in a timely fashion.
Creating and publishing content on LinkedIn can also enable clients to target their key audience reaching major stakeholders, executives and professionals faster than using traditional media.
Search Engine Optimisation
Most companies today utilise some form of Search Engine Optimisation (SEO) in order to benefit from the internet and use search engines to their advantage. As a result, our team is integrating these techniques into our PR strategy. Using relevant keywords identified by the client and incorporating the language into news releases, articles and comment is just one of the ways to improve the volume and quality of traffic via search engines to the piece and subsequent websites. To find out more on how SEO can help you, get in touch.
An up-to-date blog that provides a unique perspective, attuned to current trends and recent news, will ensure your content is engaging and promote your spokesperson as a thought leader on key topics.
Sharing blogs, repurposing the content and using both SEO and social media to drive visibility will make sure the content reaches the necessary audience and it can be found quickly and easily.