The traditional way of thinking about public relations (P.R.) is long gone, at least from the industry stand point. The days of big budgets and big departments at traditional media outlets are in the rear-view mirror. Who knows if they’ll ever be back. This may sound grim, but it actually creates an opportunity for businesses themselves to step up and become the content producer. And of course, the best way to do that is by hiring a skilled agency to assist in creating or create the content for you which is then packaged and pitched to traditional and online media with the option of them using it as a finished product, ready for print, so to speak.
How did we get here?
News Media consolidation and major cuts to the staffs of traditional powerhouses hit another peak in 2018. This is where the opportunity lies for a robust public relations campaign to fill in the gaps for writers and reporters who are short on time and resources. Becoming the source of information as opposed to competing for shrinking space in traditional and print media puts all the control in the hands of your business.
We also know the state of PR has changed. Public Relations has had to adapt in many ways over the last decade due to the same factors that have affected the media. In 2019, its most important to stand out and cut through the noise of hundreds of press releases hitting assignment desks every day. Consistently produced, fresh content will give traditional media outlets a go-to source. The goal is to become a subject matter expert that can be called upon at any time for expertise and showcased on a highly sought-after news website.
How does it work?
The first step is to analyze your business, competition and marketplace. Through this process, the ways that your business and the principles thereof stand out above the rest. The next step is to identify key customer segments. In other words, who is your audience? The goal of reaching your customer base with your public relations efforts should always be top of mind. Once you’ve identified who you need to reach, the next step along this road is to find out what type of media they consume. These become your targets for what is called “earned media.” Simply put, earned media is an unpaid placement in a target publication that has a value to your business that can be measured. Typically measuring the ROI involves taking a look at what an advertisement would cost in the same outlet which has given you coverage and then give that content a dollar value. The next step after measuring ROI is to repeat the process and what you’ll have is a successful P.R. campaign and elevated exposure for your business and products.
Another kind of ROI (SEO)
Because so much news content is published online, P.R. has another value that can be measured through link traffic and search results. Having your earned media content on websites that rank highly will in turn give SEO value as a bonus to the previously discussed ROI. SEO value is yet another reason that using a professional public relations firm in Phoenix will greatly benefit your organization and take it to the next level of success.