With the new year looming around the corner, tis the season to start setting goals and resolutions—and that goes for your organization, too!
What once was as simple as getting your name in print has substantially evolved over the years. As with any field in this day and age, the expanding world of digital has made a strong impact on public relations.
With the ever-changing landscape of communication channels, there are new ways to reach your audience every day. So this year, you should add "improve PR strategy" to your wish list and consider all of the benefits that these fresh, new methods can bring when it comes to your PR efforts.
The Beauty of Real-Time
Before the convenience of instantaneously sharing content via social media, drafting and distributing news releases could take as long as a few weeks before the news got out. Today, as long as your release is ready to go, it can be live within minutes.
This real-time communication has also helped to streamline crisis management. Now, issues can be addressed quickly, directly and efficiently.
Reaching Far and Wide
With more and more people taking to social media to sound off on brands and research information, getting the attention of your target audience has never been easier—not to mention, the attention of others, as well.
Today, videos, photos, infographics and even the new fad that is "stories," are all new methods of raising brand awareness and conveying a company's message. Also, in this world of digital, there are now bloggers to contend with, which has created a whole new opportunity to get messages out there to a broader audience.
With these new digital tools at our disposal, we can now find out the exact number of people who have clicked on certain links, what they did with it, and even information about their demographics, age, location and more.
Now when you distribute press releases and share content, you can see results and get a much better idea of what's working, what isn't working, and how you can address it.
Although trying to stay on top of all of the change that comes with an evolving PR environment is a challenge, the amount of opportunity that has opened up for brands is tremendous. Today, businesses are in a better position than they've ever been when it comes to sharing messages and connecting with the public all because of this constantly changing PR world.
By Maggie Munley