Earlier this year an infographic created by InkHouse Media + Marketing examined the ever-evolving role of public relations. With your permission, I’d like to take the next few blogs to review some of the elements of the infographic.
The media landscape has absolutely changed, as has how we get out our compelling messages to the appropriate audience. Frankly, it is overwhelming. The number of blogs is staggering, providing many opportunities and challenges.
- All bloggers are not created equally. Some will follow the “reporter’s handbook” while others…not so much.
- In many ways, bloggers are much like newspaper columnists. His/her take on things. More opinions.
- Whether pitching or responding, consider the reach and influence of the blogger. Frankly, very similar approach to a traditional reporter.
Well, I’ve never been a fan of the staged press conference. That said, there are still instances where they makes sense. Reactionary, crisis situations where you want/need to answer a variety of questions. I believe what is trying to be illustrated here is, the days of a company having to “call a press conference” to get the message out are over. Today, companies should be interacting with their real audience regularly and, according to this, more and more are doing so.
Critical with these interactions is to not be over-the-top promoting your company. Similar to pitching a news story, most times we are part of the story – – not the entire story. In any social interaction, your real audience is fully-aware of who you are and don’t need/want the hard sale. The idea should be to position your company as an expert, someone your real audience likes and respects.
Along the same lines, this graphic illustrates the migration from press kits to the content I referenced above which, in addition to content on Twitter feeds, includes content on company blogs, Facebook pages, Pinterest pages, etc. All of which, again, are less promotional and more about how the company fits into their real audience’s “puzzle of life.”
We shouldn’t forgo the press kit. Thinking that media are going to go through a company’s content to find a story is a mistake. Part of our job is to act as a gatekeeper and content-editor of sorts and provide the media (here it comes) with the most compelling aspects that make a great story.
As PR professionals, we are now responsible (or should be) for both earned (traditional) and owned (social) media – – making sure those compelling messages are being delivered to the appropriate audience. And we use traditional and social media to do so.
Next week, more insights and perspectives off of the infographic.