Different ends of the pool
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Although marketing and public relations share the same pool, they play at different ends
After attending a 2-day workshop on Digital PR, it became clear that the PR sector is embracing the changes that have transformed digital marketing. What also became clear is that there is some confusion amongst PR professionals about how they can use marketing technologies and techniques to demonstrate both the value and importance of Public Relations in this new paradigm.
Marketing rules
If the PR sector intends to follow precisely in the marketing path, it is in for a rude shock. Marketers have had more than a decade to redefine their industry and have become experts in SEO, programmatic marketing, and social media. If PR professionals decide they need to mimic the behaviours and approach of digital marketers, they will sacrifice the high ground they occupy.
Marketing 6 – 0 Public Relations
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The biggest mistake Public Relations professionals can make is following the exact same path of marketers, who have a 10- year head start in digital.
Marketing 6 – 0 Public Relations
Getty Images/iStockphoto
The biggest mistake Public Relations professionals can make is following the exact same path of marketers, who have a 10- year head start in digital.
What PR professionals can do, that marketers shouldn’t try
The role of marketing is a precursor to sales. It's about developing leads and conversions. PR professionals play a more strategic role, with longer-term benefits. PR professionals are in the business of information dissemination. This information can aid sales, but its primary purpose is to raise the tenor of conversations around a brand or organisation. Their role is complementary to marketing, but not the same.
Using Digital PR to play to your strengths
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Public Relations professionals can achieve things through the media marketing can only dream. Digital PR is all about understanding how to engage and support the media through online resources.
Using Digital PR to play to your strengths
Getty Images/iStockphoto
Public Relations professionals can achieve things through the media marketing can only dream. Digital PR is all about understanding how to engage and support the media through online resources.
The art of convincing others to tell your story
The moment an ad is viewed, its benefit begins to diminish. The same isn't true for a story in the media. The public is often annoyed by ads. They don't feel the same way when a trusted media source, influencer or podcaster discusses a brand, product, or organisation. PR professionals have the power to engage with both traditional and new media in ways that marketers can only dream of.
Trusted voices
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The most a marketer can hope for is a like, repost or a recommendation. PR professionals know how to engage with the most trusted voices in society to tell their stories.
Trusted voices
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The most a marketer can hope for is a like, repost or a recommendation. PR professionals know how to engage with the most trusted voices in society to tell their stories.
The power of the media on social and searches
'Yes', the latest research indicates a drop in the trust and engagement with traditional media sources; however, this research fails to tell the whole story. Firstly, most of the newsworthy content that's seen on socials and channels like Google and Apple news comes from traditional media sources. Additionally, while trust in the media around issues like politics and COVID 19 may have diminished, it's unclear if the same is true on most subjects covered by the media. Lastly, a journalist will always be more trusted than an advertising executive. One last thing, PR professionals now have access to highly trusted new media sources, such as influencers and podcasters.
Right now
Did you know that a story published online can take up to 2 weeks before it appears in searches? Imagine sending out a Press Release on a 2-week-old story. Immediacy is yet another advantage PR has over marketing. A press release can be sent now, and it can be in the media in minutes. That's a powerful advantage that newsrooms like Lookatmedia™ help PR professionals exploit.
Breaking news
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The average website is crawled every 2 weeks by browsers, whereas news sites are crawled many times a day. If immediacy of exposure is important to your story, then media exposure is essential.
Breaking news
Getty Images/iStockphoto
The average website is crawled every 2 weeks by browsers, whereas news sites are crawled many times a day. If immediacy of exposure is important to your story, then media exposure is essential.
Drop the mic
I heard an interesting spin on a classic idiom. It went something like, 'The grass is always greener on the other side when you're standing in crap'. Crass as it may sound, many in the PR sector feel this is their current situation. They struggle to define their identities and purpose beyond Press Releases, launch events and crisis management. Inbound PR provides such an opportunity; however, PR professionals must build a home for their work. Advanced newsroom solutions are designed for this specific purpose. Lookatmedia™ offers an opportunity to capture the relationship management and immediacy of activity that define PR while adding layers of content that drive SEO, build new media relationships, and drive more diverse media coverage.
Lookatmedia™ offers the high ground where the PR sector can demonstrate value in ways marketing cannot.
Just for journalists
Lookatmedia™
By creating a space specifically designed to meet the needs of the journalists, influencers, and podcasters you increase your chances of positive media coverage across a more diverse media landscape.
Just for journalists
Lookatmedia™
By creating a space specifically designed to meet the needs of the journalists, influencers, and podcasters you increase your chances of positive media coverage across a more diverse media landscape.
