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PR Campaigns with Brain and Brawn
Public Relations is a different animal these days, not unlike the Centaur – the half-man, half-horse creature of mythological tales. The convergence of media online has transformed public relations into a new breed. These days you need this hybrid of PR – that blends traditional practices with optimized campaigns and Web 2.0 promotions in order to maximize visibility for your company.
Traditional public relations is represented by the human-half of the Centaur. Mental strategy is needed in standard PR campaigns to understand how the news supports industry trends and why it is important to the audience of specific publications.
Seeing an article on your company in the business journal, the local daily, or an industry trade journal will have a powerful impact on your customers. They will understand that your business has achieved newsworthy accomplishments and that your company‘s expert opinion is a valued contribution to industry news and trends. Unlike biased advertising, the third party validation received with traditional public relations translates into credibility and trust for your company.
Optimized public relations is aptly represented by the animal-half of the Centaur. In order for news to gain visibility on the Web, a release needs the horsepower of optimized keywords that are picked-up by search engines and RSS feeds. In this way, the release will appear in Google and Yahoo search results and often will be seen and shared by thousands online.
Unless you have a rare company that is totally promoted through business and personal referrals, your customers (and even the media) are going to evaluate your company, its news and business accomplishments via your web presence. Also, they will find it more difficult to locate your site online unless it appears in the first few pages of Google results.
Media mogul Rupert Murdoch states that companies that understand the changes that have occurred in the media and communications industry, adapt their strategies accordingly, and embrace the new technologies will be the companies that succeed.
Today’s breed of public relations combines brain and brawn – the strategy of traditional PR with the power of optimized PR. These hybrid campaigns offer the capabilities required to promote your business to customers and reporters in the real world and on the Web.
