by Elsa PaulPR Is More Than Media Coverage: Key Strategies for Success| Trivium PR
The term Public Relations always comes to your mind in association with press releases and media coverage. Being in the 21st century, considering PR to be just media relations is the most naïve concept that one could perceive in their heart. As a result of widespread digital transformation, the globe has undergone significant change. The PR industry has changed in accordance with the digital era’s efforts to control the digital world as it pleases.
Prior to a few decades ago, public relations consisted solely of producing press releases, attending country club teas, and obtaining prizes. Digital marketing, celebrity giveaways, influencer collaborations, podcasting platforms, electronic media coverages, etc. have been added to the PR toolkit as a result of digitization, making it a more comprehensive term for managing brands than it was previously thought to be. In the modern world, doing PR needs a lot of effort and up-to-date expertise as opposed to simply sitting at a table with a handphone and calling the media.
With the advent of social media, the old PR approach evolved, ushering in a new era. It is no longer necessary to check full-page newspapers to see if press releases have been published; instead, sharing URLs now suffices. Social media sites like Facebook, Twitter, and Instagram have given PR a whole new dimension. With the help of influencers and podcasters, the businesses’ positioning and image underwent a complete transformation. Today, podcasting and influencer marketing are used to reach the target audience with the brand’s ideas and messages.
These days, PR also works through subtle ways, without really pronouncing itself as a brand profiling or engagement activity as such. The methods you can use to accomplish this are quite interesting. Working with NGOs and engaging in charitable endeavors demonstrates a brand’s commitment to a cause and offers unpredictable returns as opposed to excessive expenditure on television advertisements. In the modern era, speaking engagements for the executives of your company at industry conferences and other events have replaced the outdated PR strategy of nominating and winning a few prizes for oneself.
Only the CEOs or founders of the business were portrayed in the market during the early stages of PR. The current trend is towards website development and employees word-of-mouth advertising through testimonials. It is a wise move in and of itself to encourage your staff to share your company’s content and messaging on their personal social media accounts or anywhere else they may have the chance to evangelize.