TALK to any marketer who knows their stuff and you’ll be sure to hear the words digital, channels, analytics and content as they discuss strategies for your business or charity.
And it got me to thinking, in this modern, digital world of instant news and instant information, is there really still a place for good old fashioned PR?
I have to confess to a bias here, my background is journalism and PR; Robin, the other half of McQueenie Mulholland comes from the marketing and charity world. When we set up our company we felt our skills complimented each other, but I think we have both been surprised at the resilience of PR over the last year.
With all the client work we do we look at the message we are relaying, who it is being relayed to and how that audience consumes the message. And traditional media, whether newspapers or magazines, TV and radio, still play an important role. The majority of our clients still view the traditional media as vitally important in reaching their target audience.
So we were pleased that one of our core products, PR, continues to be relevant. But, the thing is, we’re not calling it PR anymore. We’re calling it content (there’s that word again!).
And this blog is about sharing what we’ve found has worked especially well for our clients, which has been using a traditional piece of PR as a core product which is then developed to be used across many different channels.
We still approach a subject in the same way. We talk to our clients about what they want to achieve with their marketing and PR. We research and write the subject the same way PR experts have done over the years and then we use our contacts to place the piece – whether it be in the local paper or a national glossy.
But then we what we do is we give them even better value for money. We take that story (or content!) and we develop it for the client to use on their website, we change it again for them to use on social media, we change it again for them to use in their e-newsletter…the list goes on. One piece of writing (or content) developed for each channel according to the audience we are targeting – it’s brilliant!
And do you know the beauty of it? We can measure it. So in the dark old days before the internet you might have received a few more calls, or had a few more people visit your shop, now we can see how many people click through to your website from a newsletter or interact with you on social media. And because we can measure it we can make it work even harder for you.
So, yes, there is a future for PR – in fact it looks pretty rosy. We just have to call it content…