As the year comes to an end, there has been conversation over whether the value of public relations is evolving or dying out. We're in an age where social media and digital marketing have taken over the marketplace. Has it come to the point where these new strategies are able to entirely replace traditional PR?
The concept of public relations was initially about getting the word out to journalists and the media to drive traffic to client's events and products. PR still maintains aspects of this, but with the digital age taking front we've seen that PR is in a transformational process. Companies are looking for quick ways to attain marketing growth, and have forgotten how a strong press presence and third-party validation are the only legitimate ways to create credible brand value. It is up to PR professionals to utilize aspects of content creation, social media and digital marketing, while being a strong voice of representation to companies. So how can PR professionals change the game and stay relevant in the marketing world?
One example of PR and digital marketing coming together was this past year's 2016 presidential election. Strictly talking marketing, Donald Trump's victory surprised so many people because spent the least amount of money on advertising. He made up for the money that he saved on advertising by earning more free media than any other candidate. His PR team created the content that they wanted driven by the media and was capitalized by Trump's active usage of social media.
Here are steps to ensure you boost your digital marketing with PR:
1. Make sure both sides are on the same page
When hiring separate agencies, make sure each are willing to cooperate and communicate openly with each other. Because the struggle of PR and digital marketing is in the process of teaming up together, there are still struggles of making sure one leverages the other. Try to appoint someone within your business to make sure the digital team leverages the PR team's efforts.
2. What do we mean by leverage?
Some of the best performing advertising comes from leveraging PR. For example, if you run a Facebook ad using an article from PR and see a high return, you must remember the benefit did not come solely from Facebook. Creating solid, valuable content will help drive traffic to those ads.
3. Patience is key
Good things come with time. As you invest into both your PR and digital marketing, remember that long-term commitment will take time to reap the benefits. Come up with a plan and create strategies and initiatives that are best for your company and execute that plan.
2017 is coming to an end, but don't worry PR isn't. While most people think that PR has become a dying breed, it is instead taking time to transform with the needs of today's society. Creating content that will reach a large audience through popular platforms within digital marketing will be the best way to ensure that your business will prosper as the marketing world changes.
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Integrated Advertising is a full-service agency based in Jacksonville, FL., known for its expertise in strategic planning and negotiating, its award-winning commercial production, and promotional and event management. At Integrated Advertising, we help each client strategize the right plan to place the right ads, in the right spot, at the right time, so you can have a profitable company. Visit http://www.intadvertising.com/ or call (904) 296-2585 for more information
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