Get Fresh With Your PR Strategy
Over the past few years, the rise of social and digital media combined with influencers, has caused a major shift in the communications industry. The multiple ways to promote lifestyle brands and personal profiles is ever growing. Marketing is one thing. People’s perception of that is another. Outplaying both though is PR and all the content we can absorb and experience on a daily basis from just looking at our phones is extraordinary.
PR has not really ever done, what one might anticipate it to do and this is where it gets interesting. The concept seems obvious to some and confusing to others. In times past, media was generally a simpler beast without so much technology at our fingertips. The fundamentals though in this digital age, remain the same.
The term in full; Public Relations is all-encompassing. Considering its breadth, it implies looking at everything relating to a business, brand or individual. It embraces engagement with partners and clients both new and existing. Big dreams and aspirations, as well as risk mitigation. Basically, the whole shebang.
As we’re all aware, social media has changed the way of the world and it is this aspect of PR that all brands need to pay attention to. With editors, journalists, bloggers and influencers posting to feeds on Instagram, Facebook, Snapchat and Twitter, consumers are judging and taking brands on board with immediate effect. Becoming ever more savvy with all this content, to brands who are authentic alongside those that aren’t.
For a PR consultant, it is the most thrilling challenge to consider this piece of PR alongside every other aspect of a business to make the biggest impact possible so clients can reap rewards of business growth. Ultimately, all channels – traditional print, blogs, events, partnerships and social media, need to be considered as one. As a PR consultant, the job isn't just to achieve column inches. It is to examine and consider all these various channels and therefore continually drive overall strategy to accomplish top line business objectives.
The reasoning for fresh eyes is clear: the PR industry is much more accessible, digitally driven and moving at an incredibly fast pace. This means that brands now know they must adapt to survive whilst staying truly authentic to themselves and to do so, it takes a much broader strategy. This means looking at the whole business to capitalise on earning positive brand awareness, than yearning for just a feature in a glossy.
