Partnering with Media: The New-Age ‘Little Black Book’
Historically there has been a prodigal line in the sand between public relations and advertising. Now that technology is forcing public relations to evolve, that line has been blurred. There is still a separation between the two because they are each very distinct forms of marketing. However, social platforms in technology are spawning a new form of advertising. It has been coined digital public relations.
Yes, digital PR is actually a term, and now, an official position. Many companies are actually hiring “digital PR professionals” to grow their network on social platforms. What commands attention is the fact that it works. Traditional PR and advertising is still effective and necessary. However, it is almost mandatory to have a digital campaign as well. Digital campaigns have the ability to reach an audience that traditional means may have missed.
Public relations professionals most certainly need to bolster their online “little black book” to strengthen their credentials. The larger and more divers the list of contacts, the better. It is a vital quality that companies are now looking for when it comes to public relations. Online endorsements are essential when it comes to a job search, product analysis, marketing, or almost anything else.
Recent studies indicate that approximately 75% of all internet surfers use social media. That is huge when it comes to targeting audiences and building brand awareness. Yet, are these platforms appropriate for pitches? It depends. These are definitely open markets to capitalize on but some of them are newer and not as receptive when it comes to public relations.
As with any form of marketing, it is important to know the audience. Pitching on a social platform is certainly acceptable as long as it is done tastefully. For instance, pitching a Facebook admin should involve providing content that would help strengthen existing connections with the current audience. The “pitch” must be relevant and applicable to the particular social platform.
A vast majority of today’s communication outlets involve prominent social platforms and intelligent journalists are capitalizing on them. They are being used to build relationships and value. Building a relationship is not only a PR goal, it is the first step in pitching. The value of these social platforms is being realized and it is forcing new strategies to emerge. Businesses, journalists, and PR professionals are recognizing these new lines of communication and using them to engage their audiences more than ever.
