It’s been well documented that we are in a massive marketing shift, one in which the consumer/prospect/customer has control and in which traditional media channels are fading faster than the Tweet you sent five minutes ago.
While the shift has been dramatic and swift, there still seems to be one area that is under utilized and offers huge potential in these down trodden times: Public Relations, or more specifically, Electronic-Public Relations (E-PR).
As advertising/marketing budgets continue to recede, marketers look longer and harder for the best bang for their spends. They are often being asked to accomplish more – increase ROMI – for less. That’s where E-PR can play an impactful role in assuring that results are lifted and goals are met.
With the proliferation of blogs, email, Web sites, microsites, microblogs like Twitter and the emergence of most of our information coming from online sources rather than traditional print resources (formerly printed newspapers and magazines), fresh content is something that’s still in short supply. That is, content that is exclusive or helps differentiate your product/service from your competitors.
Compounding this is the fact that most journalists have more to do (usually writing and editing for two, three or more online properties; sometimes separate print editions as well), are being paid the same or less and are searching for relevant content that will resonate with their audience(s). Things move much faster today than they did five or 10 years ago and thus content needs to be sticky in order to sustain readers and make money. That is, it needs to be refreshed more often.
A feature article in a trade magazine used to be good for a month and then reprints could be ordered and most readers and contributors were content. Contrast that with E-PR where your audience probably expects your content to be updated every week or two and new, breaking content sent to them daily.
By understanding this PR shift, you have the power to make your brand stand out and be noticed. E-PR is much more quantifiable than traditional PR because the Web adds measurement capabilities and accountability to your placements.
Remember that third-party generated PR is still more credible than what you opine on your own blog or tweet daily. Thus, seek the right outlets based on your audience(s) habits.
Strategic planning leads to success
While news releases help tout important information about your company’s new or improved products/services to your target media and potential customers, a comprehensive public relations program, which takes into account the power of E-PR, can lead to even stronger media coverage of your company and its products. It’s not uncommon for public relations to generate 25-40 percent of leads.
One of the keys to success is thoughtful planning. Start by developing a written plan that outlines your objectives, target audiences, key messages, tactics and metrics along with a timeline. It will help keep your efforts on target and knowing your desired outcomes will enable you to prioritize tasks. Set goals and identify both traditional and E-channels in your planning.
Clever new metrics
While some of the benefits of public relations such as increased brand or product awareness can be expensive and challenging to quantify, there are creative ways to build metrics into specific tactics to help you gauge effectiveness. If you consider this on the front end of your campaign, it will be easier to implement.
Think about how your company manages and tracks its sales leads. Is there a way to include mechanisms to determine what generated the lead? For example, directing readers or viewers to microsites with unique URLs or PURL’s, providing unique toll-free numbers or embedding links in news releases and pitch emails can help you track success. You might even include an offer in your press releases.
Targeted communication and customer-centric messages
Consistent, customer-focused messaging is important to the success of any communications effort. If there aren’t established key messages, then you’ll need to create them. Dig in and conduct thorough research to learn what the competition is up to and how they are positioning their companies and products. Talk to your company’s sales team to better understand the issues that your customers face and which product benefits will resonate with them.
Again, make sure you know your target audience and the media outlets that serve it. Consider trade and/or consumer publications, Web sites, podcasts, broadcast media and social media outlets such as blogs, message boards, Internet forums, or sites such as LinkedIn, MySpace, Facebook and YouTube. With E-PR segmentation and testing are much more affordable.
Everyone loves a good story
There are few tools stronger than testimonials or case studies that chronicle how customers are using your products to create solutions. By quantifying results, such as efficiency, cost-savings or superior outcomes, you are providing proof to back your benefit claims. Once your piece appears, you can then re-purpose the content in your own emails, on your Web sites and in other social media forums. Tell stories. People remember them and they will help you stand out.
Tips and trends are attractive
Forecasts or hot industry issues offer another avenue for developing bylined articles by company experts. Write a story that illustrates how your product/service fits into a trend or is on the cutting edge of technology. Or look beyond your products to the company as a whole. Are there best practices you can share in the area of quality programs or other management issues that will underscore your key messages and leadership position?
Leverage coverage for stronger results
Now, more than ever, the media is driven by readers’ and viewers’ interests, so keep that in mind when developing any of these ideas. After you have placed your stories consider other ways to use them. For example, self-publish case studies for use as promotional pieces, revise articles for inclusion in e-newsletters or repurpose information and use it on your own website.
Plan, execute, measure, analyze, plan
The metrics you have built into your program will help you to analyze results so you can determine which initiatives are the most effective. This will help you to adjust your program and continually improve. It will also enable you to demonstrate the power and value of public relations to your organization. And, as always, incorporate testing in your E-PR efforts to determine what works best and continually find ways to increase your ROMI.
Don’t overlook E-PR. It may be just what you need to help you cost effectively achieve your marketing goals.
Grant A. Johnson is the CEO of Johnson Direct LLC. Reach him at [email protected].
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