PR, traditionally, is all about building relationships with journalists on behalf of a business. Whether one works agency (such as myself) or client-side, having a little black book stuffed with key journalist contacts who will read a press release and respond to a pitch is key.
There are still heaps of wonderful print publications out there, but the rise and rise of digital means that their sales are being squeezed.
There are now 5 PR professionals for every journalist out there, and the number of journalists seems to fall a little every year.
Editorial staff are under pressure to deliver the same amount of insightful content with fewer people to research and write it and spin that content with compelling titles to generate the best possible click-through rates.
Print publications are still much-loved for their feeling of authenticity and the beauty of designed pages. They also build trust and their reach lasts a lot longer than on social media.
Who else picks up old magazines at friends or parents houses for a flick through? I always notice products that sneak onto my shopping list and have a browse through the editorial features! I will always advocate a print media campaign for suitable brands. It’s clear to see that PRs need to be adaptable to change and prepare for the future.
Old-school PRs are used to maintaining a network of contacts. They write about their specialist area and placing products and stories where they will generate the greatest reach. They’re sometimes unwilling to embrace digital opportunities and still see PR as a separate silo of business to digital marketing.
My belief as we go forward into an increasingly digital future is that the focus should be on the ‘R’ of PR, and relationships will be key.
The expertise of a PR
Firstly, it’s more important than ever for PRs to build relationships with journalists based on trust and relevance. So that when they pitch they cut through the bombardment journalists face from other PRs.
Secondly, PRs have the opportunity to realign themselves so that they work with brands on more than just media relations. This will help them to shape their relationships with prospects and customers across multiple channels, not just via journalists.
Successful PRs are skilled in writing clear, persuasive content. They see the stories behind products and services and relate them to key features and benefits. They then deliver those messages to an intended audience.
PR’s have the ability to get under the skin of a business. This enables them to tease out their ethos and find out what makes them special. This translates neatly into being a whizz at content creation for all manner of digital and traditional marketing channels. This approach will reap benefits. Marketing automation, artificial intelligence and other clever digital marketing tools give businesses the ability to deliver an enhanced experience.
Both myself and my clients feel there’s nothing better than getting heaps of print coverage every month. It’s true. But don’t forget that there are other channels where your future customers lurk.
At Tara Punter PR we offer heaps of services that will help you reach them so you can see your businesses grow and grow. Whether you’re on the hunt for print coverage, brand awareness, product launch advice or social media and content marketing, there will be a package or service to suit. All you need to do is drop us a line and we can take it from there!
Contact us here.