Five Rules of Effective E-PR
Above all, PR means effective communication with the outside world: creating the message, along with its distribution and promotion. But that’s not all. Social media also represent a dialog, reacting to opinions, in other words, openness to discussions with clients. Customer service is moving online!
The Internet has significantly improved the work of PR agencies. New tools and solutions allow easier contact with journalists, help with content distribution and expand its reach. But new opportunities arise all the time. Here, we advise on how to find yourself in all of this.
Start from the end
We all know that for your PR activities to be effective, you must develop a strategy that will help you reach your goals. Our advice is – start all your activities with the goal in mind and work your way back. This, to a large extent, will determine how you will plan your campaign and what tools you will use.
Do you understand what your client expects? Are you able to visualize it? Is what you’re aiming for the same as what your client wants? Before you start doing anything, not only in the planning stage but also during implementation, always remember about the end result. If your goal is a transition to an online press office, make sure it can be accessed by mobile devices and that you’ll be able to measure the number of visits and their length.
Take good care of your client
Above all, PR means effective communication with the outside world: creating the message, along with its distribution and promotion. But that’s not all. Social media also represent a dialog, reacting to opinions, in other words, openness to discussions with clients. Customer service is moving online! Both the statistics and our agency experience show that users are becoming increasingly active, and with each year we see a rise in the number of their messages to businesses.
Therefore, take good care of your clients. Listen to them, react to their comments, even the negative ones, because you can use them to improve your company or your PR activities. Negative opinions are a chance to improve something you had no idea about, so treat them as opportunities, not threats.
Educate and inspire
To be inspiring – today, it’s a trend that allows to grab the attention of your clients and creates engagement. It is no longer enough just to be in tune with the needs of your clients. Now, you have to encourage them to seek new solutions and offer original ideas.
As a PR pro, you must be creative, while digital distribution allows handling of the most ambitious of projects. If for example, you manage to secure a loyal client through social media engagement, it’s only one step away from turning that engagement into brand promotion. Your actions must result in pride in the company or brand, felt not only by employees but also by clients.
Adapt your tools
The Internet is constantly growing, and new tools and solutions appear every day. There’s a lot to choose from. When selecting the tools, you’ll use to reach your audience, consider the nature of the company and what it’s best at. Remember that some channels are great promotion tools for companies that offer consumer goods, while others for companies from the B2B sector.
You should follow new trends in social media to attract more demanding audiences. Take a look at all the opportunities video along with the recently popular on Facebook livestreaming or virtual reality provide.
React in real-time
Ongoing monitoring of your activities will help you catch the ineffective aspects of a campaign. You’ll be able to act immediately, mid-campaign, to improve the effectiveness of what you’re doing.
Modern media monitoring systems let you collect and analyze data, and can even help you with the analysis. You can check what’s written about your competition, look up the publication archives for a brand and share of voice, your share of the online conversation. You will start seeing the returns on your investment in monitoring quicker than you think!
The Internet opens new doors, but also changes the communication itself. There have never been these many people in the discussion. Remember, your content can reach millions of people simultaneously. Help them understand your message – keep your communication as simple as possible.