Earned Media Critical To Branding, Marketing, Public Affairs
The communications landscape is changing faster than ever. The quest for greater online visibility and influence is driving the integration of marketing, public relations and public affairs, which puts a premium on strategic planning and opportunism. Those changes will accelerate as information technologies continue to converge and new channels fragment the media world even more.
Public relations is much more than just media relations and publicity. It’s a leadership strategy and an influential platform that can’t be ignored.
Strategic PR campaigns build awareness, understanding and support among stakeholders. It’s a powerful platform where you can educate, engage and overcome objections, while positioning your organization as a leader and the voice of reason on critical issues.
Over the past decade, media has become more dilute than ever. Traditional news coverage in magazines, newspapers, radio and television isn’t what it used to be. Digital media has become immediate, global, social, and viral. Can old-school media keep up? Should clients still care about reaching stakeholders with yesterday’s news? Absolutely.
Traditional media and mainstream media have consolidated in many cases. Those that have survived the shakeout are bigger, more creative and hungry for unique content. They are often sophisticated multimedia conglomerates with blogs, Tweets, Facebook pages, YouTube posts and more. Clients can harness these changes to build their brands and their bottom lines.
If you can make the evening news or the front page today, it doesn’t stop there. It can become a viral, link-building, search-engine optimization machine.
Thanks to technology, pitching stories has a few new tricks. Supporting television stories with video from around the globe is easier than ever. Self-publishing content on your own site, blogs, channels and social platforms also has created new outlets for us all. Media relations is definitely a new game, but the rewards are greater than ever.
Learn more about online visibility and influence http://crossbowcommunications.com/best-practices-for-online-influence/
Crossbow Communications is an international marketing and public affairs firm. Our offices are in Denver, Colorado and Phoenix, Arizona.
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