The Contrast Involving Online PR & Traditional PR
Traditional public relations and what is generally known as online PR are certainly different animals. Overall, traditional PR or media relations has to do with placing articles or segments in newspapers, magazines, TV and radio. Unlike other kinds of marketing including advertising or direct marketing, PR is a story-based process. The objective is to pitch a convincing story to the media which usually meets the media’s needs but additionally garners coverage for you or your business. When putting stories in the media, you wish to highlight your product or service, however in order to be successful, make sure that you educate, to enlighten and, if possible, entertain. Effective PR is not about fluff and hype. It is concerning pitching the media a powerful story that educates, entertains, enlightens and it gives the readers, viewers or listeners information on a unique topic or field which they otherwise wouldn’t have access to.
Perhaps the most important aspect that differentiates public relations from other types of marketing is that the stories go through the same scrutiny as other articles or segments which are featured in the news. They are vetted. There is verification (or at least there should be). There are editors and segment producers that assign and review stories before they run. This gives stories that appear in the media the validation and credibility of being the news. That gives them a trust value that a commercial or print ad can’t deliver. Most a person with the money to pay for an ad can buy it. The phrasing and the copy is that of the business. That’s fine. It’s an essential marketing approach that works, but appearing in an ad is very unique of being featured in an editorial story. The trust value that comes from being featured in the news is immense.
Although online PR can influence the media, its main function is to get in touch with others on the net using various online sites and blogs. The most powerful method is to meld traditional PR with an online marketing approach. Using this approach, you can utilize the validation of traditional PR and the global reach of online PR to produce a marketing program that is much more than the sum of its parts.
See more on online public relations.
This entry was posted on Monday, March 21st, 2011 at 8:57 am and is filed under Social Media Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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