Throughout history, public relations professionals have assisted companies in gaining exposure and getting the right message to the right audience at the right time. In the past, PR agencies relied on connections with journalists, media contacts and industry publications to relay relevant company news. With the arrival of social media, and digital marketing, PR agencies have had to evolve with the times. It has become a content-driven world, with a whole lot more opportunities to place content.
While it is now easier for PR agencies to spread a company’s message, the amount of information news outlets and other publishing platforms receive is quite overwhelming. As such, it is now more important than ever to get your messaging right, so it does not get lost in the noise, or, even worse, turn the audience away. A good public relations agency knows which types of messages are appropriate and most effective for each type of content. Public relations firms are now frequently retained in order to keep a company’s message consistent throughout all forms of content.
Here are a few tips on how to best maximize your exposure to your audience:
Twitter users have always had a choice to either filter content themselves through the use of lists, or to simply unfollow a company. As Facebook, Twitter, etc., further develop, there is an increasing “pay to play” model emerging. Has that decreased the potential reach of social media with consumers? No. What it has done, however, is force companies to choose whether to include social media in their marketing/advertising budgets, whereas in the past it only took a little time and effort to post content.
Social media is still an excellent way to market to your audience, if the content is compelling, has intriguing calls-to-action and delivers a relevant message. However, advertising/marketing via social media shouldn’t be your sole activity, as the audience will tire of continuous advertising messages. The key is a good balance. Social media is an excellent tool to engage customers, monitor for sentiment and respond to customer complaints or praises.
It is vital to know how to achieve maximum exposure to the correct audience. Whether that be through press releases, blogs, articles in trade magazines or social media – realize that in most content marketing efforts, you’ll achieve more success and position yourself for optimum results by not trying to sell, but rather by providing valuable news and useful content. Pay attention to the type of content appropriate for the venue on which it’s published. This will help you create and implement a more effective overall marketing communications strategy.