In the past, publicity-driven public relations prioritized maximizing brand exposure, and one-way communication was the norm. But more recently, these publicity-driven public relations campaigns are being replaced by a modern, dynamic approach. In fact, 87 percent of PR executives don’t believe “public relations” will adequately describe the work they do in just five years. Today, the digital communication landscape favors brands that consistently earn and leverage credibility among their target markets.
While press coverage can increase your credibility as an industry thought leader, that is now just one aspect of orchestrating an effective public relations campaign. Long gone are the days where simply landing that interview or getting a solid media placement is “mission accomplished”. Brands now have the opportunity to leverage every single opportunity they have, and today, it is crucial they do so. Plus, why wouldn’t you want to humble-brag about your public relations success through your online networks and digital marketing channels? Here’s how you can use social media, your brand’s website and email marketing to leverage all your public relations success.
Social media has become integral for public relations and digital marketing alike. In fact, they pretty much go hand in hand these days. When you get a mention in the New York Times, for example, it’s easy to share that with your Facebook, Twitter or LinkedIn following. Social media amplifies that media coverage, not only reaching your target audience, but broadening your reach and at a faster pace, too. There are nearly 3.8 billion people who are active on social media. That means if you’re not sharing your media coverage, you’re missing out on a huge opportunity to become more visible and promote your expertise.
Picture this: a potential consumer comes across your site and is eager to learn more about your company. But without showcasing any of the prominent media attention your company has received, you blend in with competitors who lack credibility and the customer moves on in search of a more trusted option. It’s simple; you already have a company website, so why not create an “As Seen In” banner on your homepage? Why not create a new page to display your press coverage? Include all media mentions and press releases to get the full branding and reputation value of your media activity.
There are many benefits to email marketing, but this digital tool is not nearly as utilized in public relations campaigns as it should be. Take advantage of your email lists; they are subscribed because they want to be updated on your brand and what you’re doing. 99 percent of consumers check their email every single day, and consumers say it is the preferred way to receive updates from brands. Be sure to include your recent media hits in your emails. Not only can you leverage a recent media appearance, but you can also inform your readers to look out for future, locked-in media appearances. With so many people receiving text and email notifications by the hour, your appearances are sure to get into the right viewers’ hands.
Lexie Kilpatrick is an Assistant Account Coordinator at Flackable, a national, full-service public relations agency headquartered in Philadelphia. To learn more about Flackable, please visit www.flackable.com.