Posts Tagged 'PR 2.0'

Blurred Lines: When Marketing, PR, and Content Overlap

Worth repeating … we ran across this article a short time ago and thought it caught the essence of what it’s like for PR pros and marketers in this new world order of content development and social media. So we’re re-blogging it here to share ideas on how you can competitively maximize the potential of a truly integrated marketing effort. We’re sure you’ll enjoy reading, and perhaps learn some new ideas too! Be sure to let us know below.

Blurred Lines: When Marketing, PR, and Content Overlap

by Aly Saxe  |

March 17, 2016   |  4,165 views

From social selling to new opportunities with mobile advertising, every marketing organization now has a cornucopia of channels through which to work its magic.

Yet, different channels and opportunities demand different skills, and the effort needed to coordinate all the necessary components and team members is immense. It can be confusing at best, unproductive at worst.

Let’s take a simple example: an infographic.

You’ve compiled the information and applied beautiful design. Now what? You probably have 10 different channels to send it through. Should one person own every channel and strategy for promotion? I mean, it’s just a simple infographic, right?

The answer is “no,” and here’s why.

Read more: http://www.marketingprofs.com/articles/2016/29554/blurred-lines-when-marketing-pr-and-content-strategy-overlap#



 

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More noteworthy news: If you’re a regular, or even occasional reader of the PRDoctorChicago blog, you know that a subject near and dear to us is the difference between public relations and lobbying. We frequently write about and advocate for a better understanding of the differences between the two communications disciplines. To that end, we express kudos to major PR organizations and firms who stepped up in March to challenge the New York State Ethics Commission ruling equating public relations communications with lobbying. This is a significant step, and one that bears watching, as the industry moves forward to challenge the efforts of those outside of PR to define what the industry is. In case you missed, simply click this link for an overview of event.

Digital Advertising: The New Career Path in PR?

PR v Ads

Can developing expertise in digital advertising become a promising new specialty for growth and expansion in public relations? We are among others asking this question lately because of the unfavorable changes occurring in and prognostications about the decline of advertising agencies.

Several recent reports have detailed the negative changes affecting traditional advertising [due to its reliance on major revenue from print and broadcast industries, both of which are also experiencing unprecedented convergence and decline.]

Writer Tom Foremski’s January 14, post in ZDNet about PR’s “war with advertising” gives an insightful indication of what some of these changes could mean for PR. Quoting in his article no less an authority than Richard Edelman, of Edelman public relations, from Edelman’s blog “6 A.M.,” Formeski posits:

“We believe that the combination of public relations, digital and research will allow us to build a new kind of marketing communications firm that can help clients both promote and protect their brands. … [And] to challenge the status quo, which has placed advertising agencies as the first among equals.”

Challenges to the established advertising industry

Foremski goes on to make several well-taken points:

▶    The Internet is a publishing technology that now works in both directions

▶    Computer screens are no longer one-sided; they now work on both sides

▶    Our communications and computing technologies now represent a new kind of Gutenberg press—reconfigurable on all ends of the equation.

He closes his article by noting that there’s lots of money at stake, and how the PR industry responds to this phenomenon will be interesting to note throughout 2014.

Similarly, Adweek, published a story the same day noting “Survey Predicts a Bleak Future for Agencies.

Among writer Andrew McMain’s key points:

▶    There will be continued convergence among major [ad] agency players

▶    Ad agency “survival will hinge on digital capabilities”

▶    There will be a thriving market for smaller, more agile, digital shops and for specialists

Opportunities for Public Relations

Given this unarguable reality, how can PR pros prepare and capitalize on such an unprecedented opportunity for impact and growth? Here’s our view:Digital PR Prescription

1)  Get Onboard. Make sure you’re online: publishing; monitoring and adapting to analytics; joining the conversation.

2)  Dive Deeper. Get actively involved in creating and managing digital/mobile advertising campaigns, through Google, Yahoo, Bing, etc., as well as on social media through Facebook, Twitter, etc. Utilize the customization and analytical tools that are available through each platform.

3)  Upgrade Production Skills. YouTube, Vimeo, and even smartphones, and a host of other technologies and platforms, now make it incredibly easy to produce and upload video content.

4)  Collaborate. Become, or team with other pros, who are certified digital specialists. There are many options—Google Partners (formerly Google Adwords); Yahoo!; Bing Ads (formerly MSN Ad Center; SEO certification; Facebook, etc.—although you needn’t specialize in them all. There’s lots of shared knowledge and overlap that can be applied across platforms.

 PostScript

We, at MediaWorks, owner and curator of PRDoctorChicago, are trained and have practical experience in publishing, online content development, and digital campaigns. Our founder, Muriel Jackson, is certified in public relations and search engine marketing. If you need help, we’re ready to help you solve your communications issue and work through the external changes occurring in the media industries.

We welcome the opportunity to talk to you about your next project. Feel free to start the dialogue by using the comment form below.

Business Wire Markets Integrated Marketing/PR Platform Analogous to PRDoctorChicago App Concept

On May 1, we were pleased to announce our visionary new mobile app concept for  companies/organizations that integrates PR, social media and marketing platforms. On May 8, Business Wire, one of the leading business news wire services, announced a “powerful new integrated marketing and public relations platform for press release and marketing content.” As with our proposed 360̊  public relations, or Immersion Public Relations app, the Business Wire platform allows companies to “truly show off their news, photos, videos and provide an interactive experience to a larger online audience,” as well as to engage in other forms of popular social interaction (blog, post, comment, etc.).

While our small boutique PR firm doesn’t have the resources to compete with a global business brand such as Business Week [one of Warren Buffett’s Berkshire Hathaway companies], we’re proud that our proprietary ideas and marketing savvy rival those of industry leaders. We’re happy to bring that expertise to work for your organization.

In the meantime, we invite you to read the entire Business Wire product announcement here, as well as once again share in our May 1 post on PR 2.0 & Beyond. As always, we also welcome your thoughts, comments and ideas as we press forward.

PR 2.0 & Beyond

What’s Next in Interactive PR?

Lately the online media buzz has begun to shift from social media to mobility. Even talk of the emerging juggernaut Pinterest has begun to wane. Yet, in some ways social media and mobility go hand-in-hand:  Both enable users to interact and engage creatively and directly in unprecedented ways. Whether mobility will overshadow social networking in coming months remains to be seen, but it’s clear mobility is offering new challenges and opportunities for PR practice.

New Technology Creates New PR Opportunity

In recent weeks, we’ve been engaged in a number of conversations with colleagues examining media and digital technology trends. Consequently, we’ve spent a lot of time lately talking about our vision of where, and how, PR 2.0 & mobility converge. Our take on the point of intersection is a concept we alternately call “immersion public relations,” and 360̊ public relations.*

 Immersion PR

 In our view, mobility, and its ever-growing stable of related user applications (apps), provides companies with an unparalleled opportunity to showcase the best of who they are as a brand, seamlessly integrating all platforms. This means customers/users can immerse themselves in key aspects of all company-related marketing content–including proprietary Web sites, product showcases, social networking, corporate video, electronic newsrooms (e.g., press releases, advisories & annual reports), traditional media coverage, blogs, etc.— in one-stop-shop fashion, creating the most complete marketing experience the company can provide. Moreover, companies are able to control this changing mix of content , updating it periodically, as dynamics change within the organization or brand.

We also think of this new PR “app” concept as 360̊  public relations,* referring not only to the broad showcase of content, but to the experience of the user being enveloped in the digital space by every conceivable conception of a company the user can imagine. We envision this as a singular experience, more dynamic, and therefore more compelling for customers/users than experiencing the same content on separately accessed platforms.

At MediaWorks, we are embracing and moving into mobile technology to better serve PR clients, so we’ll be actively engaged on “R&D” for “immersion public relations” over the upcoming months. We invite you to join us in creating, sampling and developing this promising new technology. If you’re interested in immersion public relations* or 360̊ PR,* please feel free to let us know how you like the concept, what you find useful or appealing about it, and what steps you may be taking to develop this new technology.

As always, you can reach us with a comment below, or on Facebook or Twitter.

*Trade names adopted by MediaWorks, Inc. directly related digital applications incorporating multiple aspects of traditional marketing & PR.


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