Traditional PR vs Modern PR: Evolution of Public Relations and Communications.
Sugar, spice and everything nice- sounds like the most compelling and captivating marketing strategy of the year? Yes, that’s the secret recipe from our holy grail and to make this blend even more engaging and communicative, Public Relations and Corporate Communications serves the deed. However, What is PR?
Nothing like Marketing Guru Seth Godin defines PR in its most explicit nature, ‘People do not buy goods and services. They buy relations, stories and magic’. Accurately defining PR as an engaging yet strategic activity to establish deep rooted networks, in order to communicate the brand identity and values, for raising brand awareness, identity, engagement to ensure mutually beneficial relationship building, between the businesses and the community at large.
IN TODAY’S DIGITAL ERA, THERE COEXISTS BROADLY TWO KINDS OF PR- DIGITAL AND TRADITIONAL.
WHAT IS THE DIFFERENCE BETWEEN TRADITIONAL PR AND DIGITAL PR?
Traditional PR is definitive of raising brand awareness and engagement, crisis and reputation management,advocacy strategies through earned and paid channels such as print media ( newspapers, magazines, journals ) radio and TV for brand coverage.
However, Digital PR encompasses online marketing strategies such as SEO authority or inbound link building, influencer marketing, social media marketing.
Due to the measurable, timely and ROI driven approach of digital, traditional PR is experiencing a paradigm shift in its strategies and channels, in order to provide brands with tangible results and insights. However, according to marketers and CMOs globally, simultaneous existence of traditional and digital PR is considered to be more secure and reassuring in nature with diverse resources allocated to both, although with higher budgets directed towards digital over traditional.
1- Quality backlinks that drive qualified traffic-
Quality backlinks serve as one of the most trusted and proven digital strategies to boost your Search Engine Ranking. By publishing relevant and engaging content with backlinks to the brand’s website, digital PR teams can boost SERP ( Search Engine Results Page ) ranking, generate quality traffic to raise brand awareness and prospective leads. Authoritative and influential backlinking can also be raised through targeted relationship building with influencers, bloggers, editors, authors and industry experts contributing to enhanced Digital Marketing strategizing.
Through guest posts, tactical link audits and on site asset creation, are considered as some of the many ways of building backlinks. Internal linking on the website, external linking with other websites,review sites, citing references, videos and infographics for infotainment shared by experts are some of the suggestive ways to improve ranking.
2- Social Media Content- Feeds Posts, Stories and Ads-
Marketers nowadays are not only tech-savvy, but inventive storytellers too. Creative content, however, as the backbone of digital marketing, when done correctly, has the potential to captivate and entice the audiences. Ideally, content across social media should be creative, innovative and engaging with appropriate CTA ( Call to Action ) in the form of gifs, stories, feed posts, static posts, videos, ads to increase curiosity and interest in the minds of the audience.
3- Influencer Marketing-
The essence of Digital PR lies in influencer marketing. Building connections with appropriate influencers and bloggers with industry expertise and loyal audience is necessary to deliver brand identity and values in complementary to their experience and knowledge of the brand’s product or service. Factors such as engagement rate, brands they have worked with, experience, followers, followings, target audience, demographics and psychographics of their following, are some of the key metrics to be considered as their net worth may vary on this basis to sponsor or promote the brand.
4- Building a dialogue with the target audience-
PR professionals on social media benefit through audience engagement, influencer management, raising brand awareness, brand collaborations, client and customer relationship building and much more. As PR professionals are known for their verbal articulation and written skills, humane approach, creative thinking and a positive yet critical personality, however, all of these attributes are pivotal in retaining and acquiring brand loyalty and networking with audiences from varied demographics and psychographics across several digital assets such as Facebook, LinkedIn, Twitter, Instagram.