Regardless of your industry, PR has become a marketing titan. Companies who fail in enlightening clients, social media advocates and potential partners about their offers are a few steps behind. Similarly, businesses should work hard to share information about PR’s finer aspects. Because Internet marketing is a constantly growing industry, PR pros, marketing gurus, entrepreneurs and business leaders are all adopting comprehensive PR strategies.
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The World of PR Online
PR online is quite different from traditional PR strategies. By meshing physical-world tactics with social media, search and mobile marketing efforts, a business can ensure a cohesive approach to the world’s biggest audiences. Online PR serves to bypass typical media, connecting online users directly with their favorite companies.
Today’s news spreads fast. Digital news, in particular, spreads incredibly fast. To target quality audiences, companies are encompassing promotions in newsworthy content. News lets business marketers maximize their efforts, strategize their product placements and create environments of shared material. Social media, review websites, blogs and content are here, and businesses are using them to create dialogue.
Out with the Old. In with the New
Understandably, businesses can refurbish old content. In fact, Social Media Today considers the incorporation of old content to be one of the best online PR strategies around. One press release, when fashioned into a blog post, a Slideshare presentation or a Pinterest infographic, can make all the difference. Facebook pages, meanwhile, are perfect platforms for editorial articles, local news, and relevant trade publication pieces.
It’s to be expected: Re-purposing content lets you share it again. PR professionals understand the importance of immediacy, and online PR professionals understand that the Internet is a fast-paced environment. PR professionals aren’t simply rewriting content, either. They’re transforming entire news approaches. They’re strategizing from the ground up.
Online PR and Internet Marketing
Online PR and internet marketing are similar—but their differences are world’s apart. First and foremost: Online PR serves to promote a business’s specific cause. It isn’t designed to be immediately promotional, as an Internet marketing message is. Online PR messages explain why a company cares. They explain specific causes for business.
Internet marketing messages, too, are important. They just aren’t about a brand’s image, alone. Internet marketing messages are designed to promote sales, increase revenue and promote bulk buys. Because Internet marketing campaigns are purchase-driven, they’re notorious for their customer-grabbing ability. For this reason, a lot of companies use both online PR and Internet marketing tactics. They go hand in hand, and their synergy is incredibly powerful.
Differences in Targeting
The differences between online PR and Internet marketing aren’t surface-level, at all. Internet marketing campaigns focus on “target markets.” Target markets are groups your company focuses on. These groups, likely, are your brand’s biggest fans—and they’re the most likely to buy your products and services. Essentially, they’re the people a company wants to sell to. They’re targeted by monetized websites, content strategies, and advertisements.
Online PR has “target audiences,” too. That said, these target audiences aren’t necessarily a company’s biggest buyers. Rather, they’re public influencers, stakeholders and social hubs. Online PR serves to influence any group which can influence the company as a whole. These target audiences often include the following:
- Government officials
- Social media advocates
PR Agencies in the Digital World
PR agencies have adapted to the world of instant Internet access, too. Unlike advertising agencies, PR companies focus on editorial coverage to promote a business. It isn’t rare to see a PR agency which focuses on digital magazines, websites, Facebook news, and even television spots.
Paid media might’ve slowed, but it’s far from obsolete. In fact, today’s PR agencies are experiencing massive success due to the increasing focus on client promotion. To make a company successful, a PR agency promotes its values, exciting stories and opinions. In many cases, creating awareness, alone, is enough to create an environment conducive to success.
All About the Data
Online PR agencies also specialize in comprehending online data. In the past, in-house PR teams analyzes public opinion, selected trends and rolled out continual strategies. Because the world of information is huge, it requires a highly intuitive force to comprehend it. As covered by Forbes, modern PR agencies focus on the following to benefit a business’s online PR strategy:
- Data research
- Data evaluation
- Action program creation
- Ongoing communication
In any event, the ability to understand different data sets is important. Data analytics, today, drives a majority of PR decisions. Fundraising, marketing, community action, employee engagement, and even government relations are, too.
PR as a Business Influencer
Sure, online marketing might impact sales more than online PR, but PR online excels in influencing a company’s direction. At all levels, a business with a high regard for policy decisions, communication and courses of action is going in the right direction. It’s important to take your public ramifications into account. It’s even more important to understand your organization’s citizenship and social responsibilities.
At the ground level, a sound PR strategy implements a business’s ability to influence the public’s opinion. To do so, its PR planning needs to account for the following:
- Setting objectives
- Staff recruitment
- Facility development
PR isn’t only about the public, these days. In fact, businesses expect PR to influence in-house management options, growth opportunities and even financial obligations. We live in a highly social world—which is packed with social media information.
What Goes into an Online PR Strategy?
Because PR influences a business at the base level, it’s important to make sure any online components are comprehensive. A business, ideally, will have a lot of tools at its disposal. In the past, PR decision makers could simply write, distribute and share press release ideas. While these practices still happen, a variety of online-specific practices have emerged.
Digital Press Conferences
In the “pure business” part of the spectrum, digital press conferences are one of the best PR tools around. Today’s managers, remote workers and international stakeholders are often on the go. For this reason, Skype—among other digital conference tools—is a popular answer.
Digital press conferences offer online PR in a digestible way. Sometimes, business partners are contacted. Other times, public influencers will be invited to digital meet-ups. In any event, digital press conferences offer a tight approach to direct communication.
Social Media Promotions
The Internet is big, and it’s jam-packed with reviews. Social media promotions are important, as they’re responsible for creating a brand’s online persona. Here, online marketing research is a powerful resource. While online marketing and online PR are inherently different, social media is a platform upon which they merge. Additionally, social media is a powerful platform used to dispel negative public opinions. A good PR agency will be able to “translate” various opinions, helping business operators determine which feedback is useful.
Successful online PR also lends itself to successful online publicists. While pure content marketing falls into the world of online marketing, partnerships with big-name Internet influencers are certainly worthwhile. Any online PR effort, in 2017, needs to be accompanied by links, article shares and interconnectivity.
As online PR opportunities grow, online marketing becomes increasingly more important. Some experts, like those speculating at MarketingProfs, consider the future of digital marketing to be purely PR online. A lot of weight is being placed on Google analytics, Facebook visibility and mobile accessibility. In all likelihood, we can expect the lines between online PR and marketing to blur further. For now, however, distinctions still exist—and they’re important to pin down.