Traditionally, PR has meant getting good press. Indeed, any business or product launch usually aims to get media coverage. Working with media to tell your story is still important, but the Internet is transforming our idea of what PR can do. The reason: the Web now gives business owners the power to reach their audiences directly.
Here are three ways business owners can use the Web to “go direct”:
Target niche media, not mass mediaEntrepreneurs may dream of having their product on Oprah, but in 2010, small is the new big. A Twitter-based job-hunting service found that an article in The New York Times drove only a few dozen readers to the company’s website, while a story in a relatively unknown blog resulted in 10,000 visitors. Think of blogs and niche websites as today’s new trade media—they can reach the relatively defined universe of buyers critical to your business.
Listen and respondSocial networks like Facebook and Twitter are a great place to engage and listen to customers. Review sites like Angie’s List and Yelp serve as online “neighborhoods” where anyone can post a good (or bad) review of your company. It’s wise to monitor these services—even better to become a member and make sure people are getting the whole story.
Be your own publisherAs fewer people consume traditional media, companies must take more responsibility for telling their story. A press release used to be a document given only to the press. Today, news releases can be found on Google and in online newsrooms. A company can use a variety of platforms—a blog, a channel on YouTube—to publish whatever it wants about its product and services. A Facebook page, for instance, can house “how to” guides, videos, photos and articles, while allowing you to post messages to followers.
Today’s Web-centric PR means that companies have not just an opportunity but an obligation to communicate with their customers online. Is your PR strategy Internet-ready?
Management Advisor Marketing Advisor Business Communications
By: Brian Posnanski JWB Interest, LLC 2012 All Rights Reserved
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