Market research suggests that a successful public relations campaign is far more effective than advertising. The objective of public relations is to present a company or individual to the world in the best of light. Companies or individuals employ publicists to enhance a company's reputation or to enhance an individual's image in public respectively. This article provides information on developing, creating and implementing a public relations campaign.
Public relations in the media
Public Relations in today's scenario can be widely classified into offline and online press relations (PR). To optimise the benefits of PR, it is important to identify the fact that a good mix of both online and offline PR strategy will go a long way towards promoting a good image of the company and to increase goodwill.
Research suggests that repeatability increases believability. Hence, it is vital that PR companies use traditional modes of media like the newspapers, radio, television as well as the online media to propagate and increase awareness about the company and its products or services.
In order to be effective, a public relations manager must possess excellent interpersonal skills, both written as well as oral communication. A good decision-maker with good networking skills, he will be able to strategise and plan the releases at the right time in order to maximise visibility.
Online PR campaigns
With the advent of the world wide web, it is highly essential for every company to have a strong online presence. Consequently, Online PR campaigns are routed through SEO-rich press releases and Google advertisements play a key role in ensuring high visibility online.
1. Corporate website
Every company must definitely create and maintain its official website, professionally designed and in line with its motto, brand value and target customers. The brand and the message on the website must be consistent with all the offline marketing and PR releases.
2. Keyword-rich press release
It is important to publish keyword-rich and SEO-optimised press materials which can either be tracked back to your website or articles related to the product or service offered by the company. Google campaigns are the best bet for search related advertisements.
3. Blog
Maintain a blog on the website which is constantly updated with the latest news, products, releases which can help the consumer remain updated and well-informed about your company.
4. Social media network
Online PR agencies use various social media sites like Twitter, Facebook, YouTube and such like to communicate, interact and create user communities in the virtual world very effectively.
5. Visual medium
Using video clips and pictures, online PR strategists can attract their consumers easily. A visual medium goes a long way towards influencing the minds of the consumers about the brand.