Right now, it seems the only constant in PR is change. The reporter you were pitching yesterday, no longer has a job today; the trade pub you’ve targeted for 10 years just shut its doors; and, yet another social media site appeared overnight.
B2B companies need to operate under a new model of communications, but many aren’t quite sure how or what this means. In the simplest terms, we can’t just build PR programs to push out information, we must use PR to be found by those seeking information.
Below are a few ideas to adapt your PR programs to this change and deliver value in 2010.
- Make search marketing and SEO part of PR
- Create your own original, branded content (great content travels at the “speed of share”)
- Use social media as a program, not a one-off tactic
- Focus measurement on business outcomes, not impressions
Moving forward, we need to be flexible with our PR programs and be open to new ideas. But, we can’t ignore the traditional programs that have been the basis of PR for years. Ultimately, we simply have more jobs to do now.
How do you see PR changing?
